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Why We Buy: The Science of Shopping Even the way shoppers move through a store can be analyzed to identify patterns of behavior. Read about 20 years of hands-on research, translated into the best tactics for upping retail sales. Baby boomers are big spenders, unlike their World War II generation parents whose early experiences of hardship shaped years of conscientious economizing. Collectively, the baby boomers are a powerful economic force – not only because of their number but also because they tend to be outgoing, open to new things, and determined to live for the moment. As they reach the heights of their earning lives, they are becoming more than ever before the ideal target market for businesses and advertisers. But the average baby boomer is also an outstandingly sophisticated consumer with definite preferences and demands. This means companies have more reason than ever to want a firm understanding of buyer behaviors. Why We Buy: The Science of Shopping is a seminal work in the field of consumer behavioral studies. Based on 20 years of hands-on research, it offers some of the most comprehensive data yet offered to explain why and how we buy. Author Paco Underhill , assisted by a team of dedicated "shopping scientists," hit the stores and malls with video equipment, store maps and customer-profile sheets. They observed almost one thousand distinct aspects of interaction between shoppers and retailers, noting every little detail down to who buys the jeans they try on (65% of men versus 25% of women). Their results have yielded myriad recommendations, from aisle width to the importance of shopping baskets, to the steps stores can take to capitalize on shoppers' underlying predilections. Find out how a phenomenon he describes as "the boomerang effect" complicates product placement, and what sort of packaging and signage can maximize positive customer response. Underhill and his consulting firm, Envirosell, serve many of the biggest names in Fresh, funny, and above all supported by an unparalleled wealth of observations, this book should be read by all business professionals who have not yet familiarized themselves with its wisdom. Retailers as well as corporate leaders, marketing and sales executives, strategic planners and futurists will consider it among the soundest possible investments of time and money. Back To Mature Market News → Go To The GenerationTarget.com Mature Market Bookstore → |
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