Why We Buy

Why We Buy : The Science of Shopping

3.88 (9,583 ratings by Goodreads)
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Shopping: there's a lot more to it if you know how to look. We speed up when we walk past a bank (nothing to look at, of course), so if you don't want your customers to shoot straight past you, don't open your shop next to a bank. And once you've lured them in, whatever you do, don't put key items just inside the door. This is "decompression zone" where we take the five to 15 paces we need to adjust to the shop's lighting and slow down from normal walking pace to browsing. And don't ever put menswear at the back of the shop; male customers don't like having to walk through womenswear. And while we're in womenswear, don't place goods that require close scrutiny in narrow aisles. Your female customers will leave if they are brushed or knocked by passing shoppers. Understanding the science of shopping is fascinating, but it can be hugely profitable. By using state-of-the-art observational techniques and research methods grounded in anthropology and environmental psychology, Paco Underhill uncovers the secrets that have made him the retail industry's most sought-after adviser, with clients including McDonald's, Levi-Strauss, Coca-Cola and Sony. Why We Buy is essential reading for anyone involved in the business of consumer products and is a hugely entertaining read for all of us who have that one thing in common. We shop.show more

Product details

  • Paperback | 255 pages
  • 132 x 214 x 20mm | 340.2g
  • Cengage Learning, Inc
  • Texere Publishing
  • Florence, United States
  • English
  • New edition
  • New edition
  • diagrams and tables
  • 158799044X
  • 9781587990441

About Paco Underhill

Paco Underhill is the founder of Envirosell, a research and consulting practice specialising in consumer shopping patterns and retail strategies. His clients include Calvin Klein, Hallmark Cards, Microsoft, Burger King, and Blockbuster Entertainment.show more

Table of contents

I - Instead of Somoa, Stores: The Science of Shopping 1. A science is born 2. What retailers don't know II - Walk Like An Egyptian: The Mechanics Of Shopping 3. The twilight zone 4. You need hands 5. How to read a sign 6. Shoppers move like people 7. Dynamic III - Men Are From Sears Hardware, Women Are From Bloomingdale's: The Demographics of Shopping 8. Shop like a man 9. What women want 10. If you can read this You're too young 11. Kids IV - See Me, Feel Me, Touch Me, Buy Me: The Dynamics Of Shopping 12. The sensual shopper 13. The big three 14. Time, Real and Perceived 15. Cash/Wrap blues 16. Magic acts 17. In Cyberspace, no one can hear you shop 18. The self-exam 19. Final thoughtsshow more

Review quote

Al Ries, co-author of The 22 Immutable Laws of Branding If you are a retailer or sell through retailers, Paco Underhill's book is a must read. For everyone else, it's a fun read. Daniel J. Brestle, President, Estie Lauder Inc. A must read book for anyone doing business in today's complex shopping environment. Paco has the ability to explain the dynamics of today's retail environment.show more

Rating details

9,583 ratings
3.88 out of 5 stars
5 32% (3,083)
4 35% (3,314)
3 25% (2,383)
2 6% (594)
1 2% (209)
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