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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这本书讲的一些十分具体的东西，比如商场婴儿车过道，汽车快餐店，在我国未必有实际的价值，这是由文化和环境的差异所导致的必然，另外一些可能对餐馆或加油站有参考价值的研究内容对于我们读者来说也并无实际的意义，毕竟我们所从事所关注的领域是有限的，那些行业同我们并无...
評分本书主要借用的是美国的实例，但分析的是消费者的共性，例如行走轨迹，购物习惯的性别差异，年龄差异等，对于各个国家的人基本适用。至于一些特殊渠道，如穿梭餐厅和仓储式卖场，虽然在我国并不普及，但作为实例抛砖引玉完全没有问题。 对于非市场方面或者快销零售从业人员，...
評分这本书前前后后读过三遍。第一次是花高价找人在台湾代购，后来中信出了简体版，就又读了两遍。三次阅读，前后大约跨越了七八年的时间。这个时间刚好是零售发展的重要转型阶段，零售模式、售卖方式都发生了巨大转变。 阿里在2009年创立了双11，这成为电商发展的标志性事件，2009...
評分这本书非常好。可以细读一下。嗯。 这是我第二次发这篇文章。 @ 豆瓣管理员 现在这样写，不会被“转移”了吧？ 与本书有关了吧？你们辛苦啦。^_^ --------------------------------- 豆瓣所谓“核心用户”浅析 豆瓣实际上就是一个大超市。 所谓“影响力”。我觉得还是靠...
評分这本书前前后后读过三遍。第一次是花高价找人在台湾代购，后来中信出了简体版，就又读了两遍。三次阅读，前后大约跨越了七八年的时间。这个时间刚好是零售发展的重要转型阶段，零售模式、售卖方式都发生了巨大转变。 阿里在2009年创立了双11，这成为电商发展的标志性事件，2009...
用戶評價
略讀，零售業指南。
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