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SETTING THE SCENE
The supermarket mentality
Walking into a British supermarket for the first time after several years of living in India is an unnerving experience. In India you had either cornflakes or wheatflakes for breakfast. The choice mattered little since they tasted much the same, so more often than not you had neither and enjoyed a spicier Indian start to the day. But in the supermarket the shelves of breakfast cereals stretched as far as the blurred horizon, and the infinity of choice paralysed me. I put off a decision by just counting the number of brands. I gave up at forty-five and hadn't reached the end of the .bank of shelves and my trolley was still empty. Even the choice of what kind of cereal I wanted was further complicated by alternatives under the supermarket's own brand name for whatever somebody else was offering.
After a few visits you quickly learn to go straight for what you know you like and ignore the rest. The 'supermarket mentality' takes over. The packaging is different, but inside the boxes, apart from