Day 258 - 07 Jun 96 - Page 05

     
     1        it says, "Men under 25 likely to be heavier users.  Heavy
     2        user most likely not to have children, more disposable
     3        income, less concern about diet, question mark."  What does
     4        it mean.  'Less concern about diet'?
     5        A.  Heavy users are broadly male, 16 to 24, and people in
     6        that age group are much less likely to have either dietary
     7        concerns to do with putting on weight or, indeed, the
     8        perceived quality or nutritional value of food.  They use
     9        food as fuel.  You know, 'I am hungry, therefore I eat'.
    10
    11   Q.   If we look at the spread of heavy users by age group, we
    12        see, 16 to 34, yes, over the main heavy users but continued
    13        to be a substantial proportion of heavy users up to 45.
    14        What happens after 45; you do not check calculations?
    15        A.  We do not pick up the data primarily because people
    16        over that age group tend to be rejectors of our kind of
    17        food concept, quite simply because they have grown up in a
    18        time where it has not been part of their lives.  You tend
    19        to find that as market places mature, for instance in the
    20        US where McDonald's and the like have been around for maybe
         50 years, that age ceiling does not exist, it is more part
    22        of peoples' lives.
    23
    24   Q.   Right.  I am skipping through this.  A lot of this is just
    25        very much the same as the previous.  If we look at about 7
    26        charts further on, I think, there is one called 'occasion
    27        imagery prompted'?
    28        A.  Yes.
    29
    30   Q.   Just to note the pester power section, 'when kids pester me
    31        to go', 43 per cent at McDonald's noted that, or ticked
    32        that box, and compared to the other chains that was 34 per
    33        cent Burger King, 16 Pizza Hut, Kentucky Fried Chicken 23,
    34        so the pattern has continued up to 1994 what we were
    35        talking about yesterday?
    36        A.  Yes.
    37
    38   Q.   Sorry, there were two charts on the page 'prompted', it was
    39        the third one of those?
    40        A.  OK.  Yes, I think the point you made, I would agree
         with that.
    42
    43   Q.   In fact, there are quite a few.  It is the one that has
    44        McDonald's, Pizza Hut?
    45        A.  I was looking at that one.
    46
    47   Q.   Yes.  Do not worry too much.  There is one that says 'food
    48        descriptor summary charts', and again it is not numbered,
    49        it is about another 8 or nine further on.  'food descriptor
    50        summary charts'.  This is a kind of summary of people's 
    51        perception about food, is it, at McDonald's? 
    52        A.  Yes. 
    53
    54   Q.   'McDonald's, strong food values, tastiness, high
    55        temptation, craving'.  Then it says, 'but high calorific
    56        perception'.  So, the first one is the positive attributes
    57        so far as the Company is concerned, and the second one is
    58        the kind of negative sides?
    59        A.  It shows a sort of duality in the customer's mind set.
    60        It is, like, 'tastes great but I know for a fact it has a