Why We Buy by Paco Underhill

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Why We Buyby Paco Underhill

• Chapters 8-11
• Men are From Sears Hardware,
• Women are From Bloomingdale's

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Chapter 8 Shop Like a Man

• Move faster through stores
• Less time looking
• No joy in process of finding
• Dressing room fit is what matters
• 65 buy vs. 25 of females
• Less attention to price tags
• Lists under 25 (male), almost all (female)

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Ch. 8, continued

• Mans Impact on Women (Time in Store)
• Woman with female friend
• Woman with kids
• Woman alone
• Woman with Man
• day care center for men??

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Chapter 9 What Women Want

• Psychological emotional aspects of shopping
• Want experience and environment
• Example Greeting Cards
• Example Home Depot
• Womens role in workplace impacts shoppinghow?

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Chapter 10 The Elderly

• 2025 1/5 of Americans will be over 65
• Improved Health Medical Advances
• Vision Font Size Color
• Navigation

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Chapter 11 Kids

• If store is unwelcoming to kids, parents will
  stay away.
• Restaurants
• Strollers
• Meet needs of kids
• Products within reach (or childproofed!!)
• Entertainment for kids
• Zany Brainy
• Coloring Books at restaurants

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Review

• Chapter 8 Men
• Chapter 9 Women
• Chapter 10 Elderly
• Chapter 11 Kids