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Why We Buy: The Science Of Shopping | 
 enlarge | Author: Paco Underhill
Publisher: Simon & Schuster
Category: Book
List Price: $15.00
Buy Used: $2.22
You Save: $12.78 (85%)
New (60) Used (116) Collectible (3) from $2.22
Rating:  148 reviews
Sales Rank: 27809
Media: Paperback
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 0.5
Dimensions (in): 8.5 x 5.5 x 0.7
ISBN: 0684849143
Dewey Decimal Number: 658.834
EAN: 9780684849140
Publication Date: June 2, 2000
Availability: Usually ships in 1-2 business days
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Amazon.com Review
In an effort to determine why people buy, Paco Underhill and his detailed-oriented band of retail researchers have camped out in stores over the course of 20 years, dedicating their lives to the "science of shopping." Armed with an array of video equipment, store maps, and customer-profile sheets, Underhill and his consulting firm, Envirosell, have observed over 900 aspects of interaction between shopper and store. They've discovered that men who take jeans into fitting rooms are more likely to buy than females (65 percent vs. 25 percent). They've learned how the "butt-brush factor" (bumped from behind, shoppers become irritated and move elsewhere) makes women avoid narrow aisles. They've quantified the importance of shopping baskets; contact between employees and shoppers; the "transition zone" (the area just inside the store's entrance); and "circulation patterns" (how shoppers move throughout a store). And they've explored the relationship between a customer's amenability and profitability, learning how good stores capitalize on a shopper's unspoken inclinations and desires. Underhill, whose clients include McDonald's, Starbucks, Estee Lauder, and Blockbuster, stocks Why We Buy with a wealth of retail insights, showing how men are beginning to shop like women, and how women have changed the way supermarkets are laid out. He also looks to the future, projecting massive retail opportunities with an aging baby-boom population and predicting how online retailing will affect shopping malls. This lighthearted look at shopping is highly recommended to anyone who buys or sells. --Rob McDonald
Product Description
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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| Customer Reviews: Read 143 more reviews...
 Great Insights November 19, 2008
Jos Pols
Nutshell review - This is a very interesting look into the psychology of why we buy (or not) by one of the original researchers into this field. A great book for the layman and will help you become more aware of the various ways in which we are being influenced to spend! A great read, well written and really fascinating.
Good book October 20, 2008
Grammy (McLean, VA USA)
I haven't finished reading this book, but have picked up some good ideas so far.
An eye-opening read for this consumer October 3, 2008
Kristina , the fashion maven neurologist who cooks (Viroqua, WI)
I would think that most retailers could learn a huge amount about maximizing profits from this book. It was an eye-opening read for me. I am almost sorry that I am not a retailer so that I can't use this information. I wonder if the author has done any writing for professional journals. As others have noted, there isn't enough information on technique for anyone to really critique his methods. Still, though, that would be important mainly for an academician. The ideas themselves are what would be important to a retailer.
 The Ultimate Guide to Understanding for Retailers Who Want to Better Understand In-Store Consumer Behavior September 21, 2008
David Carleton (San Diego, CA USA)
From store layout and design to how and why your customers behave the way they do in your store, this book reveals a ton of information that you can use to increase your sales.
It also gives you advice on what changes you can make to help you make the buying experience easier and faster for your customers.
In my marketing consulting practice I concentrate on "guerrilla marketing" strategies that retailers can use to quickly, easily and inexpensively increase their sales and reading this book is one of the ways. I recommend it to all my clients.
Its a good question to ask from evry customer September 10, 2008
Rohit Agarwal
I had never thought upon this until I got this book in my hand.
The information given in the book is based on practical studies conducted in different retail shops, departmental stores. Data gathered has been analyzed thoroughly and findings put in the book. The stuff is kind of hilarious and mind boggling. While you are reading the book you will take some time to think ..Is Paco talking about me?
Paco for instance, discusses the implication of the trolley/baskets on the shopping experience, what happens if your shelves are oriented at an angle of 45 versus 90, what is the sales boost in having a merchandise displayed at the entry of the store versus in some middle section, A kid coming with his/her father is a better customer versus when he/she coming with mother and so on.
Paco has touched base on very common things which can significantly change the shopping and sales.
Check my blog for more [...]
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