Why We Buy
Why We Buy
Introduction
In an effort to discover why we buy, Paco Underhill set out a mission using video equipment, store maps and customer profile sheets to gather research. Once his business began to grow he founded a consulting firm, Envirosell, and began to discover over 900 aspects between the shopper and the store. Why We Buy, gets down to the basics of how retailers and consumers interact. Each chapter takes the reader through a series of important tactics to remember when being involved in the business world. The science of shopping is introduced and opens the eyes of all consumers and places them on the edge of their seats. A variety of topics are discussed that would be beneficial to anyone involved in the areas of retail, marketing, advertising, design, architecture, and shopping.
Section I: Chapter I- A Science is Born Summary
Why We Buy begins with an example of a day in the life of a tracker, following a lady around her store noting all movements she makes. Shortly the question,” Since when does such a scholarly discipline even exist?” is asked in regard to the science of shopping. The answer to this question is deeply rooted in the study of anthropology. Anthropology has devoted a branch to the study of the modern shopper, and how the interacting with retail environments (not only stores, but also banks and restaurants), including but not limited to every rack, shelf, counter and table display of merchandise, every sign, banner, brochure, directional aid and computerized interactive informational fixture, the entrances and exits, the windows and wall, the elevators and escalators and stairs and ramps, the cashier lines and teller lines, the counter lines and restroom
1 | P a g e
Why We Buy
lines, and every inch of every isle—in to the deepest penetration of the store itself. Although this is a very detailed list, it is only the beginning of things considered in the science of shopping. Anthropology studies have failed to
Introduction
In an effort to discover why we buy, Paco Underhill set out a mission using video equipment, store maps and customer profile sheets to gather research. Once his business began to grow he founded a consulting firm, Envirosell, and began to discover over 900 aspects between the shopper and the store. Why We Buy, gets down to the basics of how retailers and consumers interact. Each chapter takes the reader through a series of important tactics to remember when being involved in the business world. The science of shopping is introduced and opens the eyes of all consumers and places them on the edge of their seats. A variety of topics are discussed that would be beneficial to anyone involved in the areas of retail, marketing, advertising, design, architecture, and shopping.
Section I: Chapter I- A Science is Born Summary
Why We Buy begins with an example of a day in the life of a tracker, following a lady around her store noting all movements she makes. Shortly the question,” Since when does such a scholarly discipline even exist?” is asked in regard to the science of shopping. The answer to this question is deeply rooted in the study of anthropology. Anthropology has devoted a branch to the study of the modern shopper, and how the interacting with retail environments (not only stores, but also banks and restaurants), including but not limited to every rack, shelf, counter and table display of merchandise, every sign, banner, brochure, directional aid and computerized interactive informational fixture, the entrances and exits, the windows and wall, the elevators and escalators and stairs and ramps, the cashier lines and teller lines, the counter lines and restroom
1 | P a g e
Why We Buy
lines, and every inch of every isle—in to the deepest penetration of the store itself. Although this is a very detailed list, it is only the beginning of things considered in the science of shopping. Anthropology studies have failed to