Day 258 - 07 Jun 96 - Page 09

     
     1
     2   MR. JUSTICE BELL:  Page 12?
     3        A.  My pages.
     4
     5   MS. STEEL:   'Persuading someone to go to McDonald's for the
     6        first time'.
     7
     8   MR. JUSTICE BELL:  I do not have a page 12.
     9
    10   MS. STEEL:  I numbered my pages -- sorry, I did not realise
    11        people had not--
    12
    13   MR. JUSTICE BELL: Do you have that?
    14        A.  I have 'persuading someone to go to McDonald's for the
    15        first time'.
    16
    17   MS. STEEL:   The heavy category would be people going once or
    18        more a week, yes?
    19        A.  Yes.
    20
    Q.   And the medium -- I cannot remember what?
    22        A.  Would be monthly, in between, less frequently than
    23        monthly and monthly.
    24
    25   Q.   Right.  Then light would be?
    26        A.  Less frequently than monthly.
    27
    28   Q.   Light comes down to -- well, on the previous AF3 chart that
    29        we talked about medium was anything between weekly and
    30        monthly and light was anything between every two months and
    31        greater than six months?
    32        A.  That is right.
    33
    34   Q.   So, the definitions would be about the same for these?
    35        A.  They would, yes.
    36
    37   Q.   So 'lapsed' would be people who go even less often than
    38        that?
    39        A.  No, lapsed would be made up of -- my understanding of
    40        it, though I am not entirely sure on this, I would imagine
         in this context lapsed would be -- all users who claim to
    42        be using McDonald's either less or who have stopped using
    43        McDonald's but they could come from any of the other three
    44        categories.  There is not a kind of straight line decrease
    45        in usage of people who are not using us for any reason.  It
    46        normally relates to life stages, move into different life
    47        stages, and so they can go from quite heavy usage in some
    48        instances to not using us at all.
    49
    50   Q.   Are you saying there could be someone there that is 
    51        actually in two categories, people who are someone who is, 
    52        say, medium use but was also lapsed? 
    53        A.  I am not certain on this.
    54
    55   MR. JUSTICE BELL:  If the figures are correct, that must be so,
    56        because tasty food comes to 102 per cent.
    57        A.  Yes.  So that would bear out the fact that lapsed is
    58        made up from a combination of people within the other three
    59        columns.
    60