Review of "Why We Buy - The Science of Shopping"

Review of "Why We Buy - The Science of Shopping"

Paco Underhill published his book "Why We Buy: The Science of Shopping" in 1999. Today it remains a modern classic for understanding the psychology of buying behavior of consumers.

Here is a summary and critique of the book, the most important points:

1 purchase behavior can be studied: Underhill and his team opened the eyes of the CEO and executives throughout the retail world with their unique approach to the people meticulously observed purchases. They brought the techniques of anthropology andmerged with the economy in order to create a new science.

2 retailers need to think much, to find out why people buy: the majority of CEOs, Underhill spoke with knew much about how to shop sales, but very little of what he actually did to acquire customers. For example, a CEO, spoke to believed that about 99% of people who have visited their store purchases. If Underhill has found that the statistic was correct only 48%, the CEO was needless to say, satisfiedOpportunities.

3 Sellers can benefit from understanding the behavior of buyers: Buyers have a certain type to walk into a store. A particular way of using your hands and watching the characters, the pauses while shopping. Suppliers are able to understand these behaviors get a huge competitive advantage.

4 You can always sell more, your best customers are your current customers. Find ways to upsell. Groped the back of the store. Keep them in business longer.

5 Women and men shopdifferent: for example, men tend to go to a store to look for in a large shelf of merchandise, choose one, and leave in a hurry. Meanwhile, women are actually the most information-intensive, reading the label for each option before buying.

6 People use all five senses to decide on a purchase, more of the five senses, that you can contact a seller, the better. People want to check with their whole body before buying a product.

7 Internet shopping is different: Okay,This is a "well, duhhh, Mr. Underhill," today, but do not forget this book at the end of 1990 was written. Underhill has a list of some platitudes about the benefits shopping on the Internet that are useful reminders.

Underhill's book definitely opened my eyes to see what retailers and not to know that people are buying. My only problem with his spelling book. Underhill writes is actually quite good, but lacks regular summary of key points, to drive very much at homereader's understanding.

By reading "Why We Buy" you will receive an informative, if sometimes wander, to read through the psychology of buying.