Day 055 - 25 Nov 94 - Page 59
1 A. Does it have a page number?
2
3 MR. JUSTICE BELL: No, it does not.
4
5 MR. RAMPTON: The coloured charts do have page numbers. I would
6 like you to look at No. 5, please. Ms. Dibb, take it from
7 me, because Mr. Fairgrieve has given his evidence and it
8 has not been challenged -----
9
10 MS. STEEL: He is halfway through his cross-examination.
11
12 MR. JUSTICE BELL: He has more to give.
13
14 MR. RAMPTON: But this part of his evidence has not so far been
15 challenged yet -- research done by a firm called Taylor
16 Nelson with whom, I am sure, you are very familiar, are
17 you?
18 A. I know of them, yes.
19
20 Q. They are one of the leading market research companies in
21 this country, are they not?
22 A. Yes, they are.
23
24 Q. It does not matter, but the sample on which this research
25 is based is, I think, about 65,000 people. Can you look at
26 this chart on page 5, please, which is headed "Eating out
27 of Home Monitor Sector Shares of Total Market", and you get
28 the comparison -- ignore the right-hand column because it
29 is incomplete -- between similar periods for two successive
30 years, first, in the middle of 1992, then on the left-hand
31 side, 1993. Do you see that amongst the competitors in the
32 quick service restaurant part of which is in red as opposed
33 to the rest which are in different colours is included fish
34 and chips?
35 A. Yes.
36
37 Q. Do you see that as between those two years the burger house
38 share of that sector of the market has remained constant?
39 A. Can I just clarify? Are these numbers, do they add up
40 to a 100 per cent? Is this what these numbers refer to?
41
42 MR. JUSTICE BELL: Yes.
43
44 MR. RAMPTON: Yes, they do.
45 A. So, this is a percentage share of the overall market?
46
47 Q. Yes.
48 A. But what we do not have here, am I right in saying, is
49 what that market size is, and whether there is any
50 difference between those two years?
51
52 Q. That is absolutely right, that it does not tell us.
53 A. So, it is not giving us an absolute comparison, is it,
54 in terms of -----
55
56 Q. No, Ms. Dibb, but surely the proposition is this, is it
57 not, if the whole market sector is expanding, it might be
58 significant; if it is not, it is not?
59 A. It depends what share of the market eight per cent is.
60
