Through state-of-the-art observation techniques, and research methods grounded in anthropology and environmental psychology, Paco Underhill has become the retail industry's most sought-after adviser today. His clients today include giants such as McDonald's, Levi-Strauss, Coca-Cola, L'Oreal, Woolworth, Sony. How do shoppers behave? How do they wander through a store? How do they perceive displays and products? How do they test and try out products? How do they reach their purchase decision? These are the questions that Underhill answers: answers that are gold dust to retailers and producers.
In 'Why We Buy' Underhill reveals what it is that makes the shopper tick. He provides a unique analysis of modern-day shopping patterns and retail practices, that anyone involved with consumer products will find invaluable. Moreover, this will be a fascinating book for the ordinary person - the shoppers amongst us - who have been enticed by the producers and retailers, and who want to know the "science" behind shopping.
