Day 257 - 06 Jun 96 - Page 64


     
     1   MR. JUSTICE BELL:  Does it not?
     2        A.  -- our perception of the way that children work within
     3        our business anyway is that children are obviously an
     4        important factor in persuading the families to use
     5        McDonald's, or otherwise; but they are a factor that come
     6        in after the functional criteria, and this is a chart that
     7        kind of makes that point very clearly to us.  If a
     8        restaurant is convenient, if it is good value, if there is
     9        not a problem with service and the kids want to go there,
    10        it is a great reason to go, but they are not going to take
    11        the kids there if it is not cheap, if it is not convenient,
    12        if it is not whatever, and that is the way I read the
    13        chart.
    14
    15   MR. MORRIS:  Can I just say, it would not be aggregated because
    16        it is not a total out of hundred per cent.  It is just the
    17        same people that, presumably, say children like it are
    18        going to be saying it is a good place to take children, if
    19        you know what I mean.
    20
    21   MR. JUSTICE BELL:  Is that right?
    22
    23   MR. MORRIS:  Very likely.
    24
    25   MR. JUSTICE BELL:  Would they say both?
    26        A.  Yes, they can ---
    27
    28   Q.   Anyway, perhaps it does not matter.
    29        A.  -- pick more than one of the attributes, yes.
    30
    31   MR. MORRIS:  But if the children are pestering them to go there
    32        they will probably take them anyway?
    33        A.  Yes.
    34
    35   MR. JUSTICE BELL:  Are these heads on the form, as it were,
    36        already?  Are they multiple choices?
    37        A.  Yes.
    38
    39   Q.   So they are presented as possibilities?
    40        A.  They are.
    41
    42   Q.   Rather than just asking, "How would you persuade someone to
    43        go to McDonald's for the first time" and then waiting for
    44        the answer?
    45        A.  Yes, in this context, yes.
    46
    47   MR. MORRIS:  If we move on to the one that says -- this is just
    48        a very brief thing -- "McDonald's profile, weight of
    49        usership".  It is three pages further on.
    50        A.  OK. 
    51 
    52   Q.   We see what you said before about heavy users in the first 
    53        column, 63 per cent of them tend to be male, 37 tend to be
    54        female.  I do not know where that takes us, but at least it
    55        is there on the record.
    56        A.  Yes.
    57
    58   Q.   Again, the weighting is very much towards younger people;
    59        after the age of 34 the percentages go down?
    60        A.  Yes.

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