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:
<UL TYPE=DISC> <LI>How a well-placed shopping basket can turn a small purchase into a significant sale
<LI>What the "butt-brush factor" is and how it can make sales plummet
<LI>How working women have altered the way supermarkets are designed
<LI>How the "boomerang effect" makes product placement ever more challenging
<LI>What kinds of signage and packaging turn browsers into buyers </UL>
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.
具體描述
讀後感
本书主要借用的是美国的实例，但分析的是消费者的共性，例如行走轨迹，购物习惯的性别差异，年龄差异等，对于各个国家的人基本适用。至于一些特殊渠道，如穿梭餐厅和仓储式卖场，虽然在我国并不普及，但作为实例抛砖引玉完全没有问题。 对于非市场方面或者快销零售从业人员，...
評分 評分这本书前前后后读过三遍。第一次是花高价找人在台湾代购，后来中信出了简体版，就又读了两遍。三次阅读，前后大约跨越了七八年的时间。这个时间刚好是零售发展的重要转型阶段，零售模式、售卖方式都发生了巨大转变。 阿里在2009年创立了双11，这成为电商发展的标志性事件，2009...
評分以顾客为中心的购物学 购物学，是以满足顾客购物需求，促进商品销售的综合学科。 一、 符合购物者的生理习惯 购物者具有一些共同的能力、倾向、局限和需要，本书把它称为生理习惯。销售环境必须适应人们的这些特点。 1. 为购物者提供宽松的环境。人们在拥挤环境，身体碰撞的环...
評分用戶評價
略讀，零售業指南。
评分有點絮叨
评分有用！開店必讀
评分略讀，零售業指南。
评分有點絮叨
相關圖書
本站所有內容均為互聯網搜索引擎提供的公開搜索信息，本站不存儲任何數據與內容，任何內容與數據均與本站無關，如有需要請聯繫相關搜索引擎包括但不限於百度，google,bing,sogou 等
© 2025 qciss.net All Rights Reserved. 小哈圖書下載中心 版权所有