Day 257 - 06 Jun 96 - Page 63


     
     1        McDonald's for the first time".
     2        A.  Yes.
     3
     4   Q.   I am not sure I will ask about this.  What does that mean,
     5        is this what is used to persuade someone?
     6        A.  No, it is one way of understanding how the customer
     7        relates to the brand and one aspect of this kind of
     8        research is -- a good way to get a top line view of how a
     9        customer views a brand or product is to say to the
    10        customer, "If you had to recommend it to someone else, if
    11        you had to persuade a friend to go to McDonald's for the
    12        first time, how would you persuade them to go?".
    13
    14   Q.   Right.
    15        A.  This is the response.
    16
    17   Q.   Most people talk about quick service and clean and that
    18        kind of stuff?
    19        A.  Yes, yes.
    20
    21   Q.   Tasty food, but only five per cent, say children, of the
    22        heavy users would say that children like it?
    23        A.  Yes.
    24
    25   Q.   So, the customers in general, and that goes across the
    26        whole spectrum of customers, do not feel that is a major
    27        attribute for going to McDonald's?
    28        A.  No.  I mean, in the context of some of the other ones
    29        like quick service, clean, hygienic, some of the functional
    30        things, it comes, as you can see, quite a long way down the
    31        list.
    32
    33   Q.   It is the lowest one, is it not?
    34        A.  Yes.
    35
    36   Q.   Except, maybe, good fun?
    37        A.  Yes.
    38
    39   Q.   A good place to take children is slightly higher up?
    40        A.  But as you -----
    41
    42   Q.   The children do not like it?
    43        A.  Sure.  As you have probably spotted, this is completely
    44        different to the AF2 Fast Track research.  But we are
    45        asking them to do something different.  We are saying -- in
    46        the other one we are saying "What is the kids' favourite
    47        place?"  Here, we are asking them to persuade someone to go
    48        to McDonald's, and if they are going to persuade a friend
    49        they might, particularly male, they would use rational
    50        criteria; female would tend to use a less rational one, 
    51        psychologically. 
    52 
    53   MR. JUSTICE BELL:  If eight per cent said it is a good place to
    54        take children and five per cent said children like it, that
    55        amounts to 13 per cent having children very much in mind,
    56        one in six?
    57        A.  Yes.  Although ---
    58
    59   MR. MORRIS:  Not necessarily.
    60

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