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Paco Underhill

Why We Buy: The Science Of Shopping Paperback – June 2, 2000

by Paco Underhill (Author)

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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:

How a well-placed shopping basket can turn a small purchase into a significant sale
- What the "butt-brush factor" is and how it can make sales plummet
  - How working women have altered the way supermarkets are designed
    How the "boomerang effect" makes product placement ever more challenging
    What kinds of signage and packaging turn browsers into buyers
    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.

Print length

256 pages
Language

English
Publisher

Simon & Schuster
Publication date

June 2, 2000
Dimensions

5.75 x 0.75 x 8.75 inches
ISBN-10

0684849143
ISBN-13

978-0684849140
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Editorial Reviews

Review

Erica Marcus Newsday What Underhill offers in this delightful and engrossing book is a primer in the science of shopping...The effect of reading this book is that of being alternately entertained by hilarious stories and enlightened by trenchant observations. -- Review

About the Author

Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.

Product details

Publisher ‏ : ‎ Simon & Schuster (June 2, 2000)
Language ‏ : ‎ English
Paperback ‏ : ‎ 256 pages
ISBN-10 ‏ : ‎ 0684849143
ISBN-13 ‏ : ‎ 978-0684849140
Item Weight ‏ : ‎ 8.3 ounces
Dimensions ‏ : ‎ 5.75 x 0.75 x 8.75 inches

Best Sellers Rank: #763,838 in Books (See Top 100 in Books)
- #329 in Market Research Business (Books)
- #625 in Marketing & Consumer Behavior
- #2,736 in Cultural Anthropology (Books)

Customer Reviews:
4.4 213 ratings

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Paco Underhill

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Paco Underhill is the founder and CEO of Envirosell, Inc. His clients include Microsoft, McDonald's, adidas, and Estee Lauder. He is a regular contributor to The Wall Street Journal and The New York Times. He lives in New York City.

Customer reviews

4.4 out of 5

213 global ratings

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P. Meltzer

Interesting, certainly, but ....

Reviewed in the United States on July 5, 1999

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On the plus side, this book had alot of fascinating observations about a whole field of study about which I previously didn't really know even existed, much less had given any thought to. In addition, next time I go shopping, I will probably stop and consider the extent to which some of the author's recommendations have (or have not) been implemented. On the other hand, the book seemed much too long to me, and rather than hoping it wouldn't end, I more or less had the opposite reaction: after awhile, I found myself skimming over quite a few paragraphs, because I felt that the interesting points could have been stated in a more concise way. Repetitiveness was a problem too. Finally, it seemed as if the majority of the author's recommendations could be summed up as: Give the shopper lots of elbow room (e.g. for strollers, to avoid the butt-brush effect, etc.), and put all of the merchandise within easy reach (no stooping for older people, no unneeded reaching for children, etc.). This sounds fine in theory, but it would seem that, in practice, the author is effectively suggesting that in order to accomplish the above two goals, all retailers should either (1) double the size of their leasehold space, or (2) reduce the amount of their inventory in half. I doubt that either of these options would be feasible for most retailers, and that the reason that some of them don't follow the author's recommendations to the letter is not because they are unaware of them, or even disagree with them, but simply because neither of the above solutions would be considered feasible.

5 people found this helpful

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Andy Orrock

Paco's Life Work

Reviewed in the United States on January 21, 2005

Verified Purchase

Paco Underhill's Envirosell has carved out a healthy and valuable niche in retail consulting - loosely, it's the 'science of shopping,' and Paco and team do impressive legwork to round up secret shopper-based observation and hidden video analysis.

But, don't expect to read 'Science of Shopping' and come out with a gameplan for your small- or medium-sized chain (although there's certainly a fair share of pointers). 'Why We Buy' is more a walk through Paco's life work, the evolution of the science. And kudos to Paco for that: he literally invented the field. My hats off to him. Coming out with the book was a brilliant piece of marketing. Want proof of that? When I pulled up 'Why We Buy' here on amazon to write this review, I was met with a sponsored link to Envirosell. Sweet.

2 people found this helpful

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Connie J. Wehmeyer

Why We Buy Helps Me Sell!

Reviewed in the United States on April 20, 2000

Verified Purchase

Since I have never been an avid shopper (usually once or twice a year besides the grocery), I found this book absolutely enlightening! I find I "shop like the guys" in the stores the few times I go each year. Usually I give my neighbor money and she buys my clothes, etc., during her very frequent shopping trips.
However, about a year ago I opened a Holistic Clinic and have started carrying items to fill needs of my bodywork clients and yoga students, etc. Paco's book really made a BIG difference in how I have done the presentation of products, signs, customer checkout, etc. My sales did indeed increase significantly!
I'm in a Business Networking group and have recommended the book to the other 20 people in that group and loaned it to a few. I also recommended it to 3 of our local bookstores (including a very large chain), the post office, and have given it as a gift to two friends who are starting their own businesses.
My husband teases me about "Well, what does Paco say?"
This book is fun to read, extremely informative, and has made a great difference in my sales - and a newfound enjoyment in shopping for me!
Thanks Paco!

7 people found this helpful

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Denis Benchimol Minev

Very good spacial consumer behavior analysis

Reviewed in the United States on March 17, 2003

Verified Purchase

This book is focused on the development of a body of knowledge in how consumers shop from a physical standpoint. The main research methodology is that of general urban anthropology, meaning that the author bases his findings on thousands of observations of consumers in stores and then tries to synthesize his findings.
I found the book very useful in drawing attention to the importance of observation in determining store layout, and some of the main conclusions are very enlightning, such as suggestions on how the different shopping behaviors of men, women, children and the elderly affect the optimal layout of a store. Issues such as shelf height and location, corridor width, and customer profiling are dealt with in many different examples, giving the reader a good understanding of the methodology and the main lessons learned.
Overall, I recommend this book to someone who is somehow responsible for a retail environment. The lessons are good, the book is written in an engaging manner, and the method of thinking (observational) is presented in a convincing manner. The tone of the author is sometimes a little arrogant, and for that reason I took off a star, but otherwise it is a very useful book.

One person found this helpful

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Montana

An eye-opening read for this consumer

Reviewed in the United States on October 3, 2008

Verified Purchase

I would think that most retailers could learn a huge amount about maximizing profits from this book. It was an eye-opening read for me. I am almost sorry that I am not a retailer so that I can't use this information. I wonder if the author has done any writing for professional journals. As others have noted, there isn't enough information on technique for anyone to really critique his methods. Still, though, that would be important mainly for an academician. The ideas themselves are what would be important to a retailer.

One person found this helpful

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David and Suzanne McClendon

A good book for all business anthropologists.

Reviewed in the United States on March 15, 2006

Verified Purchase

Paco Underhill has hit the nail on the head with Why We Buy. It was assigned to me in a college marketing class and since then I purchased a copy for my own and given away copies to some merchant friends of mine.

If you are in retail you must read this book before you put together your next display. The book might be a little bit "Self Promoting" but overall it reminds retailers of the different little things that must be done to make the shopping experience more comfortable for the shopper and as a result more profitable for the retailer.

This is not a book to help shopaholics realize what it is that makes them buy. It is a good introduction to business anthropology.

2 people found this helpful

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Reviewed in Spain on June 10, 2021

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KJ

This book is brilliant

Reviewed in the United Kingdom on March 23, 2006

Verified Purchase

While I have some reservations about the veracity of Mr. Underhill's arguments in the E-commerce section, I feel that, overall, this book is excellent. It's given me some great ideas about my own business which I can't wait to implement.

It really is a study in the science of shopping. What do we do? What do we look at? How long for and why? How is a shopper's decision to buy affected by what they're already carrying, who they're with, where the product is in the store and what it's next to?

Why is putting shopping baskets at the FRONT of the store a bad idea? Similarly, what do people take in about products and signage you put there? If someone has physically entered a shop, how long is it before they mentally enter?

If you own or manage a retail concern, there are bound to be a few lightbulb moments in here for you.

One person found this helpful

Chippy

How people shop and how to make the most of it

Reviewed in the United Kingdom on March 7, 2013

Verified Purchase

The author stumbled upon this a few decades ago and with this experience of watching people shop has helped companies and retailers improve their layouts to increase the likelihood of someone buying products. Fascinating for those of us that work in ultimately selling goods to households (not companies) and trying to optimise those sales

Prime Mover

A must !

Reviewed in the United Kingdom on July 19, 2004

Verified Purchase

If you are involved or interested in retailing, in understanding just what it is that makes the difference at that critical "shall I.....shalln't I....." moment, you must read this book.
It's a light read - insight into human behaviour is always amusing - but its message really strikes home. If you're in retailing, you'll look at your operation through new eyes. If you're a consumer or simply a people watcher, no shopping trip will ever be the same !

2 people found this helpful

V.G.

Must have for every retailer!

Reviewed in the United Kingdom on May 19, 2012

Verified Purchase

If you want to know how to increase your sales this is the book to read.
It gives you loads of information and ideas what to look for to find possible problems and it is written in an entertaining and interesting way.
Very eye opening.

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