Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Paperback)

~ Pamela Danziger (Author) "Because they do need! That is the simple answer to a profoundly challenging question..." (more)
Key Phrases: aspirational luxuries, purchase incidence, one focus group respondent, Bureau of Economic Analysis, Unity Marketing, United States (more...)

Editorial Reviews

From Publishers Weekly

Danziger, who owns a marketing research and consulting company, dismisses people who worry that too much personal spending imperils individual financial security and crowds out public spending; she even cites the World Trade Center attacks to argue that overshopping is a patriotic duty. Right-thinking Americans, according to the author, encourage people to buy things they don't need by focusing on the shopping and ownership experience rather than on the good or service itself. This "sell the sizzle, not the steak" advice is not original, but this book elaborates on it by defining five types of consumers using 14 different "justifiers" to make unnecessary purchases; some of these are illustrated by a company that exploits the niche. The bulk of the book consists of statistical summaries of 37 different product areas. The sales approach is one-dimensional and described only in sketches, though the marketing text covers the theoretical ideas with more depth and balance. The book appears to be aimed at marketing consultants who need to brainstorm ideas in different product categories, and for this audience the author provides the enthusiasm to inspire proposals and enough data for the first draft.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

Review

"...the best study of consumer purchasing trends since Paco Underhill's seminal Why We Buy..." -- Fast Company, September 2004

"For investors, [Whe People Buy] is a road map to winners and losers in retail." -- USA Today, August 16, 2004

See all Editorial Reviews

Product Details

• Paperback: 304 pages
• Publisher: Kaplan Business (July 1, 2004)
• Language: English
• ISBN-10: 0793186021
• ISBN-13: 978-0793186020
• Product Dimensions: 9 x 6.1 x 0.6 inches
• Shipping Weight: 13.6 ounces (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (14 customer reviews)
• Amazon.com Sales Rank: #179,444 in Books (See Bestsellers in Books)

  Popular in this category: (What's this?)

  #100 in

  Books > Business & Investing > Marketing & Sales > Marketing > Research

Customer Reviews

Most Helpful Customer Reviews

31 of 33 people found the following review helpful:

5.0 out of 5 stars Have you ever asked yourself why did I buy this item?, April 25, 2004

By	Norman Goldman "Editor of Bookpleasures.com" (Montreal) - See all my reviews (TOP 500 REVIEWER)    (REAL NAME)

This review is from: Why People Buy Things They Don't Need (Hardcover)

Why People Buy Things They Don't Need is the title of a book authored by marketing consultant Pamela N. Danziger.

Have you ever pondered this question? Perhaps you have asked yourself "why on earth did I ever buy this item?" Danziger is a specialist in advising companies how to capture a bigger slice of the consumer market. Over a span of twenty years she has thoroughly researched the fundamental motives that induce people to buy and the results of her findings and insights are shared with us in her handbook. From the very first chapter the author's main contention is that people "do need" and as she states, "that is the simple answer to a profoundly challenging question." There is a desire to satisfy a need and it is this need that we must understand in order to be able to market our products effectively. In other words, understanding the emotional satisfaction of the purchase is of vital importance.

The first section of the book deals with what we need and emphasis is placed on the act of consuming rather than the item being consumed. Emotion and desire become essential, as consumers need a reason to purchase. Various examples are provided in order to show how sales can be improved, if the seller only knew what we needed. The author recounts her own story when she was required to replace her dishwasher. The salesperson showed her various brands and ultimately she purchased the machine. However, as she points out, had the salesperson tried to probe further he would have discovered that all of her kitchen appliances were over ten years old. As we all are aware, ten years is the time when kitchen appliances begin to show their wear and tear. The element of justification would then have presented itself, as the purchaser would have permission to update and it would not have taken too much to induce her to purchase a stove and a fridge.

The author presents us with a detailed analysis of this justification or permission to purchase by exposing to the reader fourteen "justifiers" that creates this motivation.
These fourteen are based on quality of life, pleasure, beautifying the home, education, relaxation, entertainment, planned purchase, emotional satisfaction, replacing existing item, stress relief, hobby, gift to yourself, impulse purchasing, and status. As the Danziger maintains, "it is the justifiers that give consumers the illusion that they are acting rationally in purchasing, but in reality, they remain driven by personal desires and emotions."

The second section of the book describes what is being purchased and the final section endeavours to show us where we are headed or what are the consumer trends.

The book is undoubtedly an interesting addition to the growing collection of published materials pertaining to the subject matter.

Norm Goldman Editor of Bookpleasures.com

 

12 of 12 people found the following review helpful:

5.0 out of 5 stars The hidden depths of the credit-card happy human psyche, September 14, 2002

By	Midwest Book Review (Oregon, WI USA) - See all my reviews

This review is from: Why People Buy Things They Don't Need (Hardcover)

Why People Buy Things They Don't Need by marketing expert Pamela N. Danziger offers truly fascinating insights into the psychology of impulse purchases and rampant consumerism, as well as why people are so quick to buy new stuff they don't use, especially before the old stuff is worn out! Motives such as "improving the quality of life", stress relief, compulsive shopping, and a great deal more are scrutinized in depth. Why People Buy Things They Don't Need is very strongly recommended as a solid and informative treatise delving into the conflicts and the hidden depths of the credit-card happy human psyche -- and how to use it to advantage in the marketplace of goods and services.

12 of 13 people found the following review helpful:

5.0 out of 5 stars For everyone who has ever had a product to sell..., July 5, 2003

By	Jan Evans (San Diego, CA United States) - See all my reviews (REAL NAME)

This review is from: Why People Buy Things They Don't Need (Hardcover)

Pam Danziger has a clear understanding of the realities of today's marketplace and the trends for the future. She explains clearly and succinctly just how businesses can reap their share of the nearly 42% of spending Americans devote to discretionary items, backing it up with statistics and quotes from highly reliable sources. Examples throughout the book include the good, the bad and the ugly in manufacturing and retailing today. Far from merely promoting a simplistic "feel good" mentality, Danziger conveys an understanding of the various types of buyers, the justification they need to make their purchases, and how suppliers can deliver that message. Her observations speak volumes: "The consumer's feelings often may have more to do with the act of purchasing than with the object." This is a must-have marketing reference to read and re-read and then implement to reach your maximum sales potential.