3 Review(s)

Why We Buy: The Science of Shopping: Updated and Revised for the Internet the Global Consumer and Beyond by Paco Underhill is a modern updated version of the bestseller written by the author. It consists of many new remarks, comments, and suggestions on the way modern marketing is done. There are three completely new chapters on international markets, with specific focus on Internet marketing. All the chapters in the earlier edition have been updated according to the current marketing scenario. It analyses all the innovative strategies adapted in successful marketing campaigns. For instance, how the innovative idea of a Dubai-based shopping mall of having an indoor ski slope and how allocating a personal shopper for each shopper in a Sao Paolo department store resulted in increased customer turn outs. The book extensively discusses the merits and demerits of all the market strategies and points out the reasons behind the success and failure of each. The author gives many useful suggestions to capture the modern customer’s attention, particularly in the cyberspace. It is a complete guide for all budding marketers on all aspects of consumer behaviour and the various available promotion strategies. Paco Underhill is a famous American environmental psychologist, who has published many works on how to use environmental psychology to study the consumer behaviour in a retail market. His other books include What Women Want: The Global Marketplace Turns Female Friendly (Playaway Adult Nonfiction), Buyology: Truth and Lies about Why We Buy, City: Rediscovering the Center and Call of the Mall: The Geography of Shopping. He is the founder of a marketing research establishment called Envirosell.