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.
發表於2024-06-29
Why We Buy 2024 pdf epub mobi 電子書 下載
首先是小小的震撼一下,老外的做事態度。 當我們還在為房子、妹子、孩子挖空心思忽悠土豪時,寫這本書的大牛,已經纍積瞭上韆萬份調查問捲、7000捲錄像帶——恩。那是92年,他就用這種最笨的方法,研究著最聰明的學問。 其實書挺厚的,90%的內容,放到今天的零售環境,仍然...
評分這本書非常好。可以細讀一下。嗯。 這是我第二次發這篇文章。 @ 豆瓣管理員 現在這樣寫,不會被“轉移”瞭吧? 與本書有關瞭吧?你們辛苦啦。^_^ --------------------------------- 豆瓣所謂“核心用戶”淺析 豆瓣實際上就是一個大超市。 所謂“影響力”。我覺得還是靠...
評分簡單地說,購物學就是“使商店和産品更加適應購物者的需要”。 我覺得,所有這些都繞不開——市場營銷的本質就是“滿足消費者的需求”。 購物學背後的原理: 人類在生理和解剖學上具有一些共同的能力、傾嚮、局限和需要,零售環境必須適應人們的這些特點。 而企業,或者是...
評分這本書提供瞭一個研究消費細節行為的視角,實用,不偏理論。但是也是因為沒有具體的理論支撐,很難因此就據此去推而廣之。 提高營業額絕對需要。。。。。 在商業消費大國-米國,這也算新興事物,如果在國內有公司做這個,賺米的機會應該大大滴。。。。
圖書標籤: 消費者行為 零售 營銷 marketing consumer 經濟&金融 消費者行為 商業
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Why We Buy 2024 pdf epub mobi 電子書 下載