Is there a method to our madness when it comes to shopping? Hailed by the San Francisco Chronicle as "a Sherlock Holmes for retailers," author and research company CEO Paco Underhill answers with a definitive "yes" in this witty, eye-opening report on our ever-evolving consumer culture. Why We Buy is based on hard data gleaned from thousands of hours of field research -- in shopping malls, department stores, and supermarkets across America. With his team of sleuths tracking our every move, from sweater displays at the mall to the beverage cooler at the drugstore, Paco Underhill lays bare the struggle among merchants, marketers, and increasingly knowledgeable consumers for control.
In his quest to discover what makes the contemporary consumer tick, Underhill explains the shopping phenomena that often go unnoticed by retailers and shoppers alike, including:
<UL TYPE=DISC> <LI>How a well-placed shopping basket can turn a small purchase into a significant sale
<LI>What the "butt-brush factor" is and how it can make sales plummet
<LI>How working women have altered the way supermarkets are designed
<LI>How the "boomerang effect" makes product placement ever more challenging
<LI>What kinds of signage and packaging turn browsers into buyers </UL>
For those in retailing and marketing, Why We Buy is a remarkably fresh guide, offering creative and insightful tips on how to adapt to the changing customer. For the general public, Why We Buy is a funny and sometimes disconcerting look at our favorite pastime.
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首先是小小的震撼一下，老外的做事态度。 当我们还在为房子、妹子、孩子挖空心思忽悠土豪时，写这本书的大牛，已经累积了上千万份调查问卷、7000卷录像带——恩。那是92年，他就用这种最笨的方法，研究着最聪明的学问。 其实书挺厚的，90%的内容，放到今天的零售环境，仍然...
評分第一次听说购物学。非常好奇。（通过研究，比较，分析，以使商店和产品更加适应消费者需求）做了大量调查，我觉得购物学是一种小资科学。 ①把商品放在消费者拿得到的地方，物品的摆放也是一门科学，需要通过细心研究，谁才是真正的购买者。 ②商店的通道也是传递商品信息和提...
評分 評分以顾客为中心的购物学 购物学，是以满足顾客购物需求，促进商品销售的综合学科。 一、 符合购物者的生理习惯 购物者具有一些共同的能力、倾向、局限和需要，本书把它称为生理习惯。销售环境必须适应人们的这些特点。 1. 为购物者提供宽松的环境。人们在拥挤环境，身体碰撞的环...
評分首先是小小的震撼一下，老外的做事态度。 当我们还在为房子、妹子、孩子挖空心思忽悠土豪时，写这本书的大牛，已经累积了上千万份调查问卷、7000卷录像带——恩。那是92年，他就用这种最笨的方法，研究着最聪明的学问。 其实书挺厚的，90%的内容，放到今天的零售环境，仍然...
用戶評價
有點絮叨
评分略讀，零售業指南。
评分略讀，零售業指南。
评分有點絮叨
评分略讀，零售業指南。
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