A research project that made us all hungry...

Everyone likes to eat, and most people like to talk about food – what to buy, where to shop, and how to cook it. But not everybody shops the same.

For example, most Australian shoppers like to buy fish that is pre-cut into fillets or steaks; the head and tail are gone, and the fish is cleaned. But Asian shoppers prefer whole fish so they can examine the fish’s gills and eyes for freshness. Also, Chinese hosts will serve the fish whole. A fish served whole is a symbol of prosperity.

Aha! Now you see why Chinese stores have live fish, swimming in tanks. This is how customers are guaranteed that the fish is fresh – not dead for several days.

Recently, we conducted a consumer research about food purchase and preparation among Asian people in Australia. Asian participants from several demographic groups were recruited – college students, married couples with teenagers, and older “empty-nesters”.

The food diary the Asian participants kept for the research showed some spectacular home-made meals – seven courses, all prepared from fresh ingredients – but there were also meals from fast-food restaurants, heat-and-serve pizza, instant noodles, and frozen and tinned items. When Asian people had time to cook, they prepared healthy fresh meals; but when they were short on time, they ate boxed cereal and convenience food, or take-out from food carts. Asian parents of small children made the most effort to serve nutritious meals to their families.

The Asian shoppers also participated in shop visits, comparing the shopping experience in an Asian grocery store vs. in an Australian supermarket.

It was a fun and interesting project, and made us all hungry!