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What Women Want: The Global Market Turns Female Friendly Hardcover – Bargain Price, July 6, 2010
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—Jayne O’Donnell, retail and consumer reporter, USA Today
"Underhill makes these fascinating details even more fun to read with a conversational, sometimes comic tone."
—St Louis Post Dispatch
“What Do Women Want? A man who gets it. Meet the wise, witty and only occasionally geeky Paco Underhill, who explained to me why I prefer curved shower curtains.”
—Christine Lehner, author of Absent a Miracle and What to Wear to See the Pope.
“What Women Want is not just a great marketing book, it is an astounding study of the socio-economic forces of the last fifty years. Paco Underhill blends social history with scientific data in a sensitive volume that is a must-read for anyone who wants to sell anything. Period.”—Susy Korb, Brand Strategist, Harry Winston
"Underhill shows himself to be both an amiable and a knowledgeable guide to the shifting retail landscape."
—Wall Street Journal
Top Customer Reviews
It's a sure bet that Underhill didn't write this book for women at all. He uses awkward phrasing, making it sound as if he's reporting anthropological findings about a colony of exotic specimens with quaint shopping habits. He shies away from the word "woman" most of the time, opting for "female" and "female of the species."
His major finding is that women like things clean. Clean stores, clean hotel rooms, clean restrooms. Here's a flash for you retailers out there - men like things clean too.
There are some useful nuggets in the book, if you're willing to wade through frequent speculations that women like curvy surfaces as opposed to more manly straight edges. For instance, in the chapter about hotels, Underhill notes that women are more concerned with security than men are.Read more ›
I preordered the book and waited in expectation for the day it arrived. I kept reading page after page wishing a golden gem would appear. "Why We Buy" is a great book with solid research that support his findings. This is a wandering, unorganized, pointless collection of thoughts that would be concluded by anyone who spends a day with their wife or close female friend.
Paco's and Envirosell's work deserves a better representation than this random collection of thoughts...
My wife, knowing that I'm a huge Paco fan, read the book before I could get to it. It took her less than a casual day's reading and she concluded that the introduction is more valuable than the actual content.
Women want: 1)cleanliness, 2)control, 3)safety, 4)you to be considerate...Now, stop there. The essence of the book has now been shared. Avoid the wandering remainder of the book.
This book has some of that in it. For example, he does well taking us around hotels, electronics stores, casinos, and clothing stores, and all with a special eye to female consumers. For example, ever think of a drug store as the female equivalent of the much more markedly male convenience store? Makes a lot of sense.
Unfortunately, the rest of the book comes nowhere close to these passages, or to his other books. Instead, what we get are rambling musings, with no real data to back them up. These cover areas that aren't suited to his retail approach - houses, kitchens, bathrooms - as well as others that might be - gyms, farmer's markets ...
Now, I would have been fascinated by what his research told us about these topics. And, yes, he's an interesting guy, a great writer, and certainly knows whereof he speaks. But, in the end, it's really mostly just musings.
Actually, the overall impression I got with this effort was that Underhill may have simply been "phoning this one in.Read more ›
There are certainly a number of interesting observations and thoughts in the book, and it is easy to read, but it lacks the same "Wow" factor of Why We Buy, which came across as much more research based. This book, by contrast, is more anecdotal, and while it contains a number of interesting observations, it just doesn't have nearly the same depth of research or value.
Certainly, the next time I'm in a changing room, department store, or electronics store i will look and think hard about his observations, but I sure would have wished for a lot more, given how many "aha" moments I had from Why We Buy.
Worth reading? Sure, especially if you are involved in the retail sector. But I might go for The X and Y Of Buy instead.
Most Recent Customer Reviews
Underhill promises big insights with his cognoscente tone, but delivers....next to to nothing. Chapter after chapter of outdated commonplaces make for dull reading. Read morePublished 4 months ago by Tokyo Reader
I read this for a marketing class project. Good for some specific stats and insights... Nothing groundbreaking, but a good topical read :)Published on January 23, 2014 by Michelle C.
It's a good book, but not even close of what was Why se Buy and Call of The Mall.
Thia book brinca some good cases, but if you are studying the changes on The society,... Read more
This book is so shallow and obvious with so many patently sexist remarks and conclusions that it makes me wonder how the author ever got to the point of having a second book... Read morePublished on April 19, 2013 by Annie
This is a magazine article masquerading as a full-length book. There are patches of brilliance as one expects in an Underhill book, but much of it is just filler. Read morePublished on March 19, 2012 by C. Denver Mullican
What Women Want by Paco Underhill is a fascinating read after you get past the boring first couple of chapters. Read morePublished on October 5, 2011 by Ayla Freeman
..... that most of the bad reviews are from male readers.
Hats, both fedora and pillbox, off to Mr. Read more