Day 258 - 07 Jun 96 - Page 06

     
     1        potential for putting on weight if I eat too much of it'.
     2        It is the kind of mind set they tend to have.
     3
     4   Q.   The first bullet point is a positive attribute, and the
     5        second bullet point is the negative?
     6        A.  Yes.
     7
     8   Q.   Right.  The next chart actually specifies that.  Positive
     9        attributes, yes?  For example, the craving, temptation part
    10        was not in the 1992 survey was it?
    11        A.  I do not know, it may not have been.
    12
    13   Q.   It says 'NN'?
    14        A.  Yes, sure.
    15
    16   Q.   Not available?
    17        A.  That means we would not have asked it.
    18
    19   Q.   In 1994, 31 per cent of people ticked the box 'it is
    20        something you have a craving for'?
         A.  Yes.
    22
    23   Q.   Right.  That is 35 per cent of customers.
    24
    25   MR. JUSTICE BELL:  It is almost exactly the same as you said was
    26        mouth watering?
    27        A.  Yes.
    28
    29   MR. MORRIS:  OK.  The healthy and natural ingredients made a
    30        very slight rise?
    31        A.  That is correct, yes.
    32
    33   Q.   To healthy 10 per cent, and natural ingredients 8 per cent
    34        of customers agreed with that.  I am trying to check if
    35        there is any major change.  The unhealthy box under
    36        negative -- sorry, the ones we were talking about before,
    37        all the positive attributes, craving, healthy and natural;
    38        the negative attributes, there is a new category,
    39        'unhealthy', and 21 per cent ticked that box?
    40        A.  Yes.
    41
    42   Q.   Right.  We move on.  Then if we go to 2 further on we have
    43        the positive attributes of McDonald's compared to Burger
    44        King, Pizza Hut and Kentucky Fried Chicken, 'descriptions
    45        of food served at restaurant', and the next one is the
    46        negative attributes compared to other stores?
    47        A.  Yes.
    48
    49   Q.   Sorry, in the two charts back.  Fair enough, sorry.  The
    50        same again.  Same chart, compared to the other restaurants, 
    51        the tempting -- sorry, the craving for 31 per cent compared 
    52        to other stores, Burger King, Pizza Hut and Kentucky Fried 
    53        Chicken, score significantly lower do they not?  So that is
    54        a benefit for the company if they want to go to your store?
    55        A.  That is correct, yes.
    56
    57   Q.   The comment in the bottom, 'McDonald's strong food values
    58        with high temptation, craving factor'.  So, that will be
    59        the general conclusion of this?
    60        A.  That is the conclusion of the section, yes.