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A Good Book to (Re)Read: “Why We Buy” – Paco Underhill
By admin | March 13, 2010
As much of Canada starts moving into Spring Break, many of you will find yourself on the beach or with some extra time around the house this week. Maybe you are in search of a good book that will help you relax and also learn something that will help you in your role. You cannot go wrong with “Why We Buy” by Paco Underhill.
This is the seminal book on the science of shopping and is on my recommended reading list for all of our training and development sessions.
The book explores how shoppers make purchase decisions and how the retail environment where a shopper shops affects those decisions. This book will be particularly interesting for those working to develop a Shopper Marketing capability in their organization or who are already engaged on a Shopper Marketing project. It is also extremely informative for Key Account Managers and Category Managers alike.
Underhill is the thought leader in this topic area and the founder of Evirosell. He has spent thousands of hours in stores around the world tracking the behaviors of shoppers and working with both leading retailers and suppliers.
We can all learn from his experience and wisdom.
Topics: March 2010 | 1 Comment »
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April 25th, 2010 at 6:52 am
[...] world of shopper insights there are two preeminent figures namely, Paco Underhill the author of “Why We Buy” and Herb Sorensen, the author of “Inside The Mind of the [...]