Day 257 - 06 Jun 96 - Page 62
1 of primarily as an advertising tool, an advertising
2 directional tool than as an operational tool.
3
4 Q. So, it is the way the Company portrays itself and the
5 effect that has on the customer?
6 A. On their -----
7
8 Q. On their perception?
9 A. On their perception, yes.
10
11 Q. Advertising is part of that but it is not the whole of it?
12 A. No, but the research is primarily commissioned to steer
13 the advertising direction. This particular piece of
14 research is primarily concerned with that.
15
16 Q. Right.
17 A. Can I just clarify that you are talking of the brand's
18 personality. It is rarely a surprise that the customer
19 tends to virtually always rate a brand on the functional
20 attributes of that brand, so that if they get served
21 quickly in McDonald's by young people they will have a kind
22 of perception of speed and youth. So, it is not -- you
23 know, it is not that removed from what they experience in
24 the restaurants, generally.
25
26 Q. Right. When you say in that third paragraph, "McDonald's
27 heavy users feel more drawn towards this personality", is
28 this the personality the happy, friendly personality, or
29 the one in the previous paragraph about being arrogant,
30 impersonal, insincere, and brash?
31
32 MR. JUSTICE BELL: No, it cannot be because those are people who
33 are ---
34
35 MR. MORRIS: That is why I am asking.
36
37 MR. JUSTICE BELL: -- distanced from the band, not the heavy
38 users.
39
40 THE WITNESS: I think it means -- my interpretation of it is
41 that it means the personality of the brand in general, and
42 you would expect that because they have more involvement
43 with it.
44
45 MR. MORRIS: Right. OK. If we just move on through this
46 document. There are quite a few charts. Just on social
47 classes, what classes "AB" and what classes "DE"?
48 A. AB -- AA is professionals, lawyer, accountant, that
49 kind of thing; B is middle and higher managerial.
50
51 Q. And D are the lower classes, as we say?
52 A. E is, yes; D is, I think, unskilled labour; E is a kind
53 of catch-all with students and other -----
54
55 Q. Unemployed, or whatever?
56 A. Yes.
57
58 Q. OK. There are a number of unnumbered pages at the back
59 with charts with percentage scores in. I could not find
60 the first of those. It says "Persuading someone to go to
