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
21 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
41 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