Why We Buy: The Science of Shopping.

Paco Underhill spent years watching how people actually move through shops, and Why We Buy reports what that observation showed about the gap between stated intention and real behaviour. The updated and revised edition extends the original research to online retail, global consumers and the way screens now sit inside the shopping trip. Underhill covers aisle width, signage height, the way shoppers avoid being brushed from behind, and dozens of similarly concrete findings, each tied to a decision a retailer can act on. Good to know before buying: • Field research on store layout, product placement and customer movement • Revised material covering e-commerce and international retail • Case studies written for readers without a marketing qualification • Findings that apply to small shops as readily as to large chains Written for retailers, marketers, design students and anyone curious about consumer behaviour, available at Boipoka.