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It’s A Science!

A Review of Why We Buy by Paco Underhill

Abstract
Paco Underhill set out to gather data to research the science of shopping and has detailed his findings in his book, Why We Buy. A self-proclaimed urban geographer and retail anthropologist, Underhill has compiled a database of shopping behavior patterns. He has spent countless hours tracking customers as they move through stores, observed shoppers’ browsing and purchasing behaviors, took notes on how long shoppers spent in a store, what they touched and bought, how much they spent, and so on. He founded a research company called Envirosell which consults with clients to help them improve their product sales. The following review of Underhill’s book entitled, Why We Buy, summarizes some of the key findings of his science of shopping, related literature and implications for the study of and future of marketing as a result of Underhill’s findings.
Key Findings Paco Underhill breaks down the science of shopping into three separate topic areas. The first part of the book approaches how customers interact with both the physical space of the store and with other people. "It’s a law of nature – shoppers need a landing strip” (Underhill, 1999, p. 44). The landing strip that Underhill refers to is defined as a transition zone related to the physical layout of stores. Shoppers when they first enter a store enter into a transition zone where they have to adjust to their new surroundings. Moving from their previous environment, they move into a new one and have to adjust to changes in the lighting, temperature and overall scene. Customers also are conscious of not blocking the store entrance. Therefore, they may miss any items such as shopping baskets or promotional signs that the store has placed immediately inside the door. What is important about the transition zone is that customers

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