Hi, welcome to Bookey. Today we will unlock the book Why We Buy: The Science of Shopping. Once you hear the title, Why We Buy, you may immediately think to yourself and ask, “well, why indeed do I buy things? Of course, it's just because I want to buy something.” In fact, there is much to learn about shopping. Researchers have studied the shopping habits and psychology of consumers for sometime, and have developed a science that analyses shopping. First, let us tell you something interesting. At America's retailer Wal-Mart, diapers and beer are sold together. Some of you might be wondering: “aren't all products in supermarkets neatly sorted? Why put diapers and beer together? This is a strange categorization.” Actually, however, this odd arrangement has led to a significant increase in the sale of both diapers and beer. Why? In the United States, some women usually take care of their children at home, and often call their husbands to buy diapers for the kids when coming home from work. And, often enough, men will buy a beer they like in the midst of buying diapers. Wal-Mart learned of this phenomenon, and so made adjustments to the layout of its goods and subsequently profited as a result of this. But how did supermarkets find business opportunities, like putting beer and diapers together, when looking at a vast amount of chaotic data? Paco Underhill, the author of Why We Buy gives us the answer. Starting from looking at real-life and common shopping experiences, Underhill acutely analyzed the science of shopping seen behind these cases. This book provides an in-depth analysis of consumers' shopping psychology and motivation. Furthermore, it studies the interaction between consumers and the sales environment, and describes how retailers and marketers use various strategies to keep customers and increase sales. This book acts like a Bible for retailers and is popular worldwide. Paco Underhill, known as the "a Sherlock Holmes for retailers", is the founder of the famous American research and consulting firm Envirosell, and an expert in consumer behavior research. He has a well-known theory that explains how the loyalty of women is behind the success of shopping malls. If you look at the purchasing power of female consumers, you will find Underhill's theory to be true. Of course, his research and insights on consumers go far beyond this fact. He has been working on follow-up observations and data analysis of shoppers for more than 20 years. As such, he has an in-depth understanding of people's shopping habits and psychology, as well as the shopping characteristics of various groups. In addition, he has become a marketing adviser for many well-known companies. Next, we will unlock this book into three parts. Part 1: What are the differences between various groups' shopping habits? Part 2: What factors influence consumers' shopping desire? Part 3: What sales techniques can retailers use?
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