Why we buy: the science of shopping

In this book, Paco Underhill delves into the world of shopping, uncovering the hidden reasons behind consumer purchasing decisions.

He discusses the importance of store layout, gender differences in shopping behaviors, the impact of merchandising techniques, and the challenges of shopping with children.

The book also addresses online shopping trends and the importance of customer service.

Underhill's insights are based on extensive research and systematic observation in various retail environments, providing valuable knowledge for retailers to optimize their sales strategies.