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B2B - Book Review

B2B - Book Review

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Published by Sachin A Khochare

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Published by: Sachin A Khochare on Mar 10, 2012
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03/10/2012

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Why we buy the Science of shopping
 –
Paco
Underhill (2000 edition)
 
Paco Underhill
Paco Underhill describes himself as an urban
geographer and retail anthropologist. He is
the founder of Envirosell, a research andconsulting firm that advises Blue-chipcollection of Fortune 100 companies.
 
Why We Buy 
 
introduces readers to “the science of shopping” and details thework of “trackers,” who observe the shopping behavior of consumers either
via time-lapse photos, video, or track sheets, which they fill out while trailingan unknowing customer.The book is divided into three parts:
the mechanics of shopping: how people physically react to the layoutof space, other people in the store, etc.
the demographics of purchasing: the different behaviours of men,women, seniors, and kids.
the dynamics of shopping: in other words how shoppers respondpsychologically to the placement of merchandise, packaging, and otherfeatures of the merchandise itself.Background of the book:

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