Book Review Why We Buy
Paco Underhill has hit the nail on the head with Why We Buy. It was assigned to me in an Anderson 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.
The biggest take away for me from this book is that retailers should actually try to figure out why the customer chose to purchase one item instead of another. Once they learn the reasons for this they can sell more product and satisfy more customers. One never makes a customer purchase anything. All we can do is put the product in the right place at the right time and allow the customer to make up his mind.
This is not a book to help shopaholics realize what it is that makes them buy. It is a good introduction to business anthropology.
Book Review Policy
My policy on book reviews is to give you my honest opinion of the book. From time to time publishers will give me a copy of their book for free for the purpose of me reading the book and writing a review. The publishers understand when they give me the book that I am under no obligation to write a positive review.
If you will look at all my reviews, you will see that there have been occasions when I have written a negative review after having been given a book.
I often provide links to books on Amazon.com where you can purchase books and help support the continued operation of this blog. However, I strongly encourage you to check out your local library. Many libraries now offer electronic borrowing for free.
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This book is a part of my personal library. I have forgotten where I obtained it in the first place.
I purchased this book through Amazon.com
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