Why We Buy

If you are at all interested in marketing, merchandising, or consumer behavior, I have a book recommendation for you.

Don’t hesitate to go pick up “Why We Buy: The Science of Shopping” by Paco Underhill.

The book follows Paco and team through countless years of in-store consumer research. Why do people buy what they buy? How do people browse? What do people see when shopping? What turns shoppers off immediately?

We all know the pull that women in the household have over large purchasing decisions. Paco predicts that men may be relegated to shopping dinosaurs or mere cart-pushers as women’s influence on store design, layout, and merchandising becomes more apparent.

Is it just me or does your local Home Depot store just feel a little less masculine these days? Can’t we get some Classic Rock piped in over the Home Depot loudspeakers or something?

Retailers aren’t naïve when catering to females. Most females like to shop; they like to socialize while shopping; de-stress while shopping; vent while shopping. Women just like shopping. Most men make it a mission to exit the store in record time. Most men that I see in a store exude this persona: “I know exactly what I want and I am on a mission to find it.”

Underhill is downright bearish on online shopping because consumers can truly experience the sights, sounds, smells, and sensations only in a bricks and mortar store.

Nevertheless, I give Paco Underhill’s ‘Why We Buy: The Science of Shopping 4 out of 5 stars. Pick it up here from one of my online favorites, Amazon.com. Enjoy.

Until next time,
Dan Naden

Naden’s Corner

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