Supermarket JournalHeather Giles

FDN102

Introduction

My supermarket journal will explore the when, where and why we shop. Look at the advantages and disadvantages of supermarket shopping. We will also visit an Asian supermarket with some surprises of what you can purchase there.

Where do I shop and why?

This question got me thinking about why I routinely shop fortnightly at my local Coles supermarket. I asked a group of my female friends aged 25-50yrs this same question. A common response I received was convenience. Many liked shopping at their local supermarket as it was close to home.

Myself, my nearest Coles supermarket is in South Lake which is a 6.8km drive from my house. This local store is older and is in need of some renovations. Sometimes I prefer to travel 10.5km to a newer, larger, brighter Coles supermarket in Southern River.

Supermarket Advantages

In April 2009 Coles introduced Coles online shopping in Perth. The reasons that I prefer to shop at a Coles supermarket over Coles online are:

-Being able to look out for specials and comparing the product price and quality to what I would normally purchase

-Checking expiry dates on products, especially dairy and searching to the back of the shelf for an item for the longest expiry date

-Using my green shopping bags at the checkout and doing my part in lessening plastic bag use.

Supermarket Disadvantages

The main disadvantage that I feel about supermarket shopping is the limited trading hours. In December last year the Western Australian government introduced trading until 9pm weeknights. Even in the weeks leading up to Christmas a lot of consumers were unaware of the late night trading. I feel to increase the number of consumers smaller retailers need to stay trading on the new late nights to encourage more shoppers to the shopping centre. I myself prefer to late night shop (other than Thursday night) kid free and without the hassle of crowds, which is bliss. I would also love the option of shopping on Sundays

Other disadvantages of supermarket shopping include

-impulse buying

-crowds, noisy children, rude shoppers

-Not always guaranteed that the product you require will be on the shelf

-the inconvenience of having to travel to the supermarket and the battles of finding car parking.

Customer Satisfaction

While speaking to my female friends aged 25-50yrs about their supermarket shopping habits, these are the things that please them about their local supermarket-layout-quality of fresh produce-variety-sale prices-friendly, helpful staff-location

What pleases me about my supermarket is as a mother and trying to save money I prefer the Coles generic brand products over any other supermarket. I feel that although paying less the product is similar to the name brand product. I find this especially when it comes to products like milk, sugar, flour, butter. A lot of the generic brand products are made by the same companies of the name brands. For example Coles brand Weetbix are made by Sanitarium, bread is made by Goodman Fielder and Coles soft drink is produced by P&L.

(Pettapiece, Ian. 2011. Personal communication)

What can’t you buy there?

I am not 100% satisfied with the fresh produce available at Coles. Each fortnight I will travel to my local fruit and vegetable shop as the quality is better. The fruit and vegetables will last longer in my fridge which saves me having to go to the shop less frequently which then saves me money.

It was interesting when I asked my friends this same question. “What can’t you buy there?”

One common answer was relating to the weekly specials that each supermarket advertises. Many of my friends would travel the extra few kilometres and go out of their way to save a few dollars. Which surprised me as I feel that the money saved is minimal when you have used extra petrol and more time.

Other things mentioned were-“I cant buy alcohol at my local supermarket and have to travel to the local bottle shop”-“my dog eats a specific type of food which I have to purchase from my local vet”-“I find the variety of Indian and Asian food not very good”

Supermarket Observations

I went to South Lake Coles to observe some fellow shoppers. It was 3.30-4.30pm on a Friday afternoon.-There were many school aged children buying junk food for an after school snack-Not many elderly shoppers-A few what appeared to be working mothers who have just picked up their young children from school doing their weekly shop-The store seemed relatively busy with a steady stream of shoppers going through the check out-Many shoppers purchasing staple items such as milk, bread, fruit, vegetables and meat.

Supermarket Comparison

In the Lakes Shopping Centre Complex there are two supermarkets. Coles and Long’s Oriental Supermarket.

I was interested to discover why there was a need for an Oriental Supermarket in the area of South Lake. The demographics show that there is only a minimal amount of Asian people living in the area of South Lake. Despite of this there must be enough customers for the Asian supermarket to be profitable for the owners.

Demographics of South Lake Area

The postcode of 6164 includes the suburbs of

Atwell, Aubin Grove, Banjup, Beeliar, Hammond Park, Jandakot, Southlake, Success and Yangebup.

All of these suburbs surround South Lake Shopping Centre. This Pie Chart shows the top

five countriesof origin for the postcode 6164.

(www.domain.com.au)

6163 Pie Chart includes the top five countries of origin from the suburbs Bibra Lake, Coolbellup,

Hamilton Hill, Hilton, Kardinya, North Lake, O’Connor, Samson, Spearwood and North Coogee.

(www.domain.com.au) 6149 Pie Chart includes the top five countries of origin from the suburbs

Leeming and Bullcreek.(www.domain.com.au)

6163 6149

Both supermarkets target different customers. While walking through Long’s Oriental Supermarket I noticed all of the staff that I saw working were of Asian decent. A few Asian families were purchasing their products but the store was nowhere as busy as the Coles supermarket next door. There was a Caucasian lady walking through the store with as much surprise as myself at some of the products available for purchase.

Sliced Venison

Black Glutenous Rice

Corn fed chicken, head on, feet on

Pure palm sugar

Chilli Bamboo Shoots

Crocodile Tail Meat

These included:

And of course lots of rice.

Basil seed drink with honey

My favourite find, vegetarian ham

Grass Jelly Drink, coconut flavour

In conclusion, both Long’s Oriental Supermarket and Coles target a different consumer. I have often walked past Long’s but never been inside the store. With this knowledge now of what is sold I might expand my menu at home to include some of these Asian products.

References:

Coles Supermarket. 2011. Coles http://www.coles.com.au/

Fairfax Digital. 2011. Domain. http://www.domain.com.au/