为什么我们买:购物学 WHY WE BUY
分類: 图书,进口原版书,经管与理财 Business & Investing ,
作者: Paco Underhill著
出 版 社: Scribner
出版时间: 2006-12-1字数:版次: 1页数: 255印刷时间: 2000/06/01开本: 16开印次: 1纸张: 胶版纸I S B N : 9780684849140包装: 平装内容简介
In an effort to determine why people buy, Paco Underhill and his detailed-oriented band of retail researchers have camped out in stores over the course of 20 years, dedicating their lives to the "science of shopping." Armed with an array of video equipment, store maps, and customer-profile sheets, Underhill and his consulting firm, Envirosell, have observed over 900 aspects of interaction between shopper and store. They've discovered that men who take jeans into fitting rooms are more likely to buy than females (65 percent vs. 25 percent). They've learned how the "butt-brush factor" (bumped from behind, shoppers become irritated and move elsewhere) makes women avoid narrow aisles. They've quantified the importance of shopping baskets; contact between employees and shoppers; the "transition zone" (the area just inside the store's entrance); and "circulation patterns" (how shoppers move throughout a store). And they've explored the relationship between a customer's amenability and profitability, learning how good stores capitalize on a shopper's unspoken inclinations and desires.
Underhill, whose clients include McDonald's, Starbucks, Estée Lauder, and Blockbuster, stocks Why We Buy with a wealth of retail insights, showing how men are beginning to shop like women, and how women have changed the way supermarkets are laid out. He also looks to the future, projecting massive retail opportunities with an aging baby-boom population and predicting how online retailing will affect shopping malls. This lighthearted look at shopping is highly recommended to anyone who buys or sells. --Rob McDonald --This text refers to an out of print or unavailable edition of this title.
作者简介
PACO UNDERHILL, urban geographer and retail anthro-pologist, is the founder of Envirosell, a research and consulting firm that advises a blue-chip collection of Fortune 100 companies. He has been profiled in The New Yorker and Smithsonian Magazine and has written for American Demographics and Adweek. He lectures widely and lives in New York City.
目录
I INSTEAD OF SAMOA, STORES: THE SCIENCE OF SHOPPING
1. A Science Is Born
2. What Retailers Don't Know
II WALK LIKE AN EGYPTIAN: THE MECHANICS OF SHOPPING
3. The Twilight Zone
4. You Need Hands
5. How to Read a Sign
6. Shoppers Move Like People
7. Dynamic
III MEN ARE FROM SEARS HARDWARE,WOMEN ARE FROM BLOOMINGDALE'S:THE DEMOGRAPHICS OF SHOPPING
8. Shop Like a Man
9. What Women Want
10. If You Can Read This You're Too Young
11. Kids
IV SEE ME, FEEL ME, TOUCH ME, BUY ME:THE DYNAMICS OF SHOPPING
12. The Sensual Shopper
13. The Big Three
14. Time, Real and Perceived
15. Cash/Wrap Blues
16. Magic Acts
17. In Cyberspace, No One Can Hear You Shop
18. The Self-Exam
19. Final Thoughts
Acknowledgments
Index