Why We Buy: The Science Of Shopping | Paco Underhill | Excellent Example of Observational Market...

Why We Buy: The Science Of Shopping | Paco Underhill | A classic book

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Why We Buy: The Sc...

	Why We Buy: The Science Of Shopping Paco Underhill Simon & Schuster, 2000 - 256 pages average customer review:based on 149 reviews view larger image
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Excellent Example of Observational Market Research

Not only is this book interesting to the lay reader, it is a must read for retailers, marketers, and market researchers. There are gems within the pages!

A classic book

As any classic thing, this book have the problems of the "classics". Like a Cadillac El Dorado, is beautiful, interesting, but have some problems due to old age. Althoug book is presented as "scientific", it is not. The research have not a scientific method because is led by commercial interests that not allows ask all questions about. Just those whose answer allows increase sells. The questions that try to solve the book were not asked by author but her clients. Then is not a scientific book, but is great, like El Dorado.

The book shows how we move inside the stores, what kind of expressions we make, how many time we spend inside, and other variables. All that items are procesed from data bases and graphic film bases gathered by author in many years. Is a magestic effort!. But, althoug book tries to explain the move, never shows that a in store map. Is not presented the technic that today is a modern tool helped by geographic information systems: the "in store dynamic" or also calle "store wath", that allows show conceptual maps about client moving and microgeogrpahic patterns of several kind of people.

But that lack is just because the book is a classic. A very great classic.

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Interior Architect Learns Secrets of Shoppers

This book provides excellent insight into the minds of retail shoppers. I would recommend it to anyone involved in the design, marketing, manufacturing, or business fields...it's pretty interesting even if you don't make a living off of it. Muy bien.

Interesting

Interesting and insightful with some good tips for people setting up an interactive environment like a shop or a library. It seemed more like an ad for his services and/or his other books but it was a good introduction to the principles behind his business.

Good Retail Intro...

A good read if you are a marketing or advertising professional who wants to get some insight into the retail psychology and its operations. However, there is no magic formula or scientific methodology given in this book.

Besides making a lot of publicity for his company, Paco Underhill gives a lot of very interesting & practical examples of the consumer's shopping psychology and how it all translates in the retail environment. Paco will tell you why shoppers intuitively steer to the right upon entering a store and how retail managers can use that information to increase their revenues. Overall, not an extraordinary book by any means, but full of interesting examples and stories that could come in handy for any business professional.

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