Why do customers buy

Author: Paco Underhill
Publisher:
Publish Date: 2004-05-01
Features: This is a fascinating journey through a shopping center, showcasing the psychology of modern retail—and the entirely new dynamics of modern shopping behavior. His research findings seem simple, which delights store planners. Why We Buy records their joys and sorrows in an engaging and enjoyable way, introducing a wealth of valuable insights. Only someone who truly understands people's shopping needs can distill these experiences to uncover what actually triggers purchasing? How do customers change stores? Why won’t online shopping replace large shopping malls? Based on extensive field research data, the author Paco Underhill provides a resounding answer in this book! Paco Underhill, a behavioral economist and CEO of a research firm, has clients including McDonald's, Starbucks, Estée Lauder, Citibank, and many other well-known companies. Underhill has been hailed as the "Sherlock Holmes of Retail" by the San Francisco Chronicle. He leads his team to observe shoppers in shopping malls and grocery stores, analyzing the interplay between purchasing behavior and consumer psychology. Over 20 years of in-depth research into the interaction between consumers and sales environments, combined with his Sherlock Holmes-like precision in reasoning, has allowed him to paint a vivid picture of the competitive dynamics between merchants, marketers, and consumers. For those working in retail and marketing, Why We Buy is truly a fresh and practical guidebook!