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
