Why We Buy

Reading Report of Why We Buy

What triggered the desire to purchase to people? Customer is how to change the shop? Why online shopping won't replace large shopping center? In this book, the author Paco Underhill according a massive on-the-spot investigation data analyzes the above problems, to provide the valuable advice for businesses. He led his team in shopping centers, grocery store tracking shoppers, analyzes gambling relationship between buying behavior and the psychological consumption, they spending 20 years in-depth study of the interaction between consumers and the sales environment, relied on their accurate inference described the competition relationship between merchants, marketers and consumers.

This book including four big parts let me talk about one by one.

The first part is instead of Samoa, stores: the science of shopping. The science of shopping is a tool, how to design signs that shoppers will actually read, is this product satisfies the needs of the user. How to make sure each message is in the appropriate place did that information the user needed when they choose and buy products. How to put commodity to make customers more comfortable and more willing to browse, are your information structure reasonable. How to make sure that shoppers arrived every corner he want to go did your navigation line is clear and to promote the sale of products.

It including two chapters: first is a science is born. The start of the science of shopping is every nook and cranny from the farthest reach of the parking lot to the deepest penetration of the store itself. The most important research tool is trackers they are the field researchers of the science of shopping, the scholars of shopping. Trackers measuring and counting every significant motion of a shopping trip and contribute incisive field notes describing the nuances of customer behavior, making intelligent inferences based on what they’ve observed add up those notes can get information about a given...