Revolutionary retail guru Paco Underhill is back with a completely revised edition of his classic, witty bestselling book on our ever-evolving consumer culture—full of fresh observations and important lessons from the cutting edge of retail such as Internet behemoths Amazon and iTunes as well as the globalization of. Book summary of Why We Buy: The Science of Shopping by Paco Underhill. A must-read book if you work in retail and wants to get ideas about. Why We Buy has ratings and reviews. for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty.
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They are also far more suggestible than women — men seem so anxious to get out of the store that they'll say yes to almost anything.
Now, a shopper such as that could be seen as more trouble than he's worth. But he could also be seen as a potential source of profits, especially given his lack of discipline. Either way, men now do more purchasing than ever before. And that will continue to grow.
As they stay single longer than ever, they learn to shop for why we buy paco underhill their fathers never had to buy. And because they marry women who work long and hard too, they will be forced to shoulder more of the burden of shopping.
The manufacturers, retailers and display designers who pay attention to male ways, and are willing to adapt the shopping experience to them, will have an edge in the twenty-first century. The great traditional arena for male shopping behavior has always been the supermarket. It's here, with thousands of products all within easy reach, that you can witness the carefree abandon and restless lack of discipline for which the gender is known.
In one supermarket study, we counted how many why we buy paco underhill came armed with lists. Almost all of the women had them.
Less than a quarter of the men did. Any wife who's watching the family budget knows better than to send her husband to the supermarket unchaperoned. Giving him a vehicle to commandeer, even if it is just a shopping cart, only emphasizes the potential for guyness in the experience.
Why We Buy: The Science of Shopping by Paco Underhill
Throw a couple of kids in with Dad and you've got a lethal combination; he's notoriously bad at saying no when there's grocery acquisitioning to be done. Another shortcoming is his analysis of online shopping.
He knows that people react this way he says so in the book but when Underhill says that online shopping will never overtake retail, I think that he isn't fully aware of the power of technology.
I, for one, have been converted to buying my shoes almost exclusively from Zappos.
What Underhill does go into depth about is why some stores make you want to buy everything ummm Target, anyone? Some of it is fairly basic and general, but other bits are unexpected.
Why We Buy
I especially enjoyed the way he went into detail on how they gather this information. It's like spy work, but much more data collection! I also liked the international angle near the end of the book.
He reminded me of why shopping was so fascinating in Chile:
- Why We Buy | Book by Paco Underhill | Official Publisher Page | Simon & Schuster
- Understanding The Science Of Shopping : NPR
- Why We Buy: The Science of Shopping: Paco Underhill, Rick Adamson: : Books
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