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Why We Buy: The Science Of Shopping
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Sales rank 115,596
Customers rating (based on 154 reviews)
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Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. Why We Buy is based on hard data gleaned from thousands of hours of field research -- in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control. In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including: How a well-placed shopping basket can turn a small purchase into a significant sale What the "butt-brush factor" is and how it can make sales plummet How working women have altered the way supermarkets are designed How the "boomerang effect" makes product placement ever more challenging What kinds of signage and packaging turn browsers into buyers For those in retailing and marketing, Why We Buy is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, Why We Buy is a funny and sometimes disconcerting look at our favorite pastime.
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| Publisher | Simon & Schuster | | Release date | 06/2000 | | Availability | | | Edition | Paperback |
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 Why We Buy
This book is in good condition and got here in the time it should have.
Every marketer should read this book!
Very interesting concept of watching human behavior in order to increase success of your marketing efforts and your sales. Paco uncovers some interesting truths about human behavior that might influence your sales. A fascinating read.
 Where's the science?
I am on page 144 of this book. A sucker for sociology and anthropology books, I was very excited about getting my hands on a book like this one, that promises so much to the reader. However, I must admit that I am disappointed so far. Mr. Underhill writes in an arrogant tone of voice to explain things he seems to believe are phenomena that have been discovered by him, but that in fact are common sense.
I also recoiled at the chapters about gender differences in shopping. I tried to remind myself "maybe this guy know what he's talking about....maybe this is what his years of experience have taught him", but in spite of that I still remain very skeptical of his sweeping generalizations about women and men as shoppers. The underlying assumption that I picked up in his gender chapters was that a) all men are heterosexual hardware-store-loving stereotypical couch potato husbands and that b) that all women are prissy shopaholics (and to a certain extent, the bossy wive types who rule the roost at home).
I just don't buy it. Mr. Underhill's gospel seems far too heavily reliant on what seems to be to me nothing more than stereotypes.
More facts, numbers, statistics, and science please!
 OK
Some interesting insights here, but some more editing was required -- some sections seem like he's just repeating himself or going through the motions. The book could have been shorter.
Helpful
Lots of practical tips for organizing my store. Many I never thought of that make perfect sense.
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