Rating: 
Summary: An easy, comfortable read, engaging
Review: I surprised myself a bit as I found myself reading this book front to back, actually enjoying its style (based on some of the reviews, I thought I'd tire of it quickly; as a PhD empirically trained scientist, I also thought I'd have to struggle through it as a lot of quasi-science fluff). I do think this volume will fail for readers who are seeking black and white answers to consumer behavior. Those who recognize and can accomodate the qualitative and experiential side of our daily lives, will likely tolerate the ambiguity and reflexive demand that comes with Underhill's approach (an approach that's really, centuries old). He correctly states that his approach needs to be combined with many, in the design research, marketing toolbox. I agree, yet also would be willing to trust the softer field data over the numbers, or hard data - if push came to shove. This is certainly against the grain of businesses who operate from their offices rather than from the field (or in Underhill's case, the showroom floor). But times have changed, and with a proliferation of choice and demand for 1-to-1 "experience," his angle is, IMO, valuable, and possibly even a year or two ahead of it's time. Nordstrom has been doing a variant of this, in-house, for years. Peter Drucker and Tom Peters (despite their rather unique standing), have spoken to some of Underhill's ways, long before 1999, the books publish date. I'd say find a used or paperback copy of this book and enjoy it on the beach or by the fireplace.
Rating: 
Summary: MUST READ FOR ANYONE IN MARKETING OR RETAIL!!!!
Review: Paco Underhill's book utilizes observational research to determine why people buy. The book starts off with a detailed description of the shopping behavior of a customer in the towel section of a store. Underhill carefully writes down the customers every move, from the number of towels touched, to checking the price tag, nothing gets by without being recorded. He does this same type of observation on hundreds of customers, and from the observations recorded; he makes very thoughtful suggestions to the management of the firm. I found many of his observations very common sense. For example, "transition zone" as Underhill calls it. Many businesses fail to recognize that it takes time for customers to make an adjustment from being outside of the store to being inside the store. A customer will ignore a simple item like a shopping basket if it is placed in the transition zone. Hanging signs and posters in front doors go unnoticed, because customers are concentrating on opening the door, rather than looking at signs. In a later chapter he goes on to discuss how natural human movement motivates customer purchasing. Because humans walk and look in a forward motion, a lot of items that are on the shelves go unnoticed. If a customer is familiar with the stores environment, then he or she is more likely to roam with his or her eyes as they are passing through the isles. I found the most interesting topics later in the book. Underhill gives a very insightful description of why men and women shop differently. Underhill states, "Men are from Sears Hardware, Women are from Bloomingdale's." I found some of his research findings very fascinating. He gives a wonderful statistic on men's buying behavior. When a man try's items on at the store there is a 65% chance that he will purchase the item vs. a woman 25%. There is one observation Underhill makes I definitely have to agree with is that idea that men almost always pays. However, I do not agree with his idea that men get a thrill out of purchasing their female friends items. When I started reading the chapter about what women want, I found a lot of his research findings not too surprising. It is almost common knowledge that women tend to shop faster if a male companion accompanies her. Also nothing new about how ritualistic women shopping patterns is. From seeking and comparing, to trying on and leaving items behind, it is all part of a days shopping for women. At the end of the book there is an insightful chapter called "The Self-Exam." One idea that he mentions repeatedly through out his book, and emphasized again in this chapter is that shoppers need baskets when their hands are full. Which is not surprising, however when was the last time you saw a stack of baskets sitting in the middle of a store? This book is very thoughtful, interesting and gives any person in the marketing field excellent insight on buyer behavior. This book is a must read for anyone managing in the retail.
Rating:
Summary: A Retail Sales Bible
Review: This is a must have for anyone who not only works in retail, but has an interest in sociology. Envirosell took hours of their research and put it in a straight-forward, very informative book while avoiding the overly technical language and statistics that other books in this genre use. The information in this book is absolutely fascinating and entertaining. I work in retail, and I have found this book to be incredibly helpful and relevant even years after it was first published(in 1999). I constantly reference this book not only at work, but in day to day life. It will change the way you shop and the way you view fellow shoppers. I can't walk into a store or a mall without analyzing the displays and layout of product. It will make you aware of how stores are designed to part consumers from their hard-earned dollars, and how easy it is to be manipulated into spending more than you planned. I would give it 5 stars, but I wish it were longer.
Rating:
Summary: A concise, thoughtful read on a relevant subject
Review: I was fortunate enough to get my hands on an advance copy of Paco Underhill's new book on shopping. Now, like many people I am often recommended to "how to" & "why" books on various business subjects -and I find that they are usually quite ponderous and dry and I generally last about a chapter --not so with this book --Underhill presents a POV on a subject that many of us take for granted --how people shop and why they do what they do when they are in a bank or a store. Obviously, since his business is studying this subject in all its minute details, he has had ample opportunity to study and probe vast amounts of film and this experience has provided him with insights that are both fascinating and, at times, quite humorous as he explores the human condition in that very American -- and now increasing global activity of shop 'til you drop. In short, it's ainteresting and informative read and every store manager should be given thisn bookm as required reading --as well as "civilians" who frequent these establishments--large and small.
Rating:
Summary: Marketing in the real world
Review: While I don't agree with all of Underhill's conclusions, I think that what makes this book a valuable resource for anyone in the business of selling is his methodology. Instead of putting together focus groups or doing market surveys, he took the revolutionary step of watching HOW PEOPLE ACTUALLY SHOP. A lot of his deductions struck me as sheer common sense, but how "common" is that in the retail business? (For example, one of my local department stores has a Women's Plus Sizes department that should be a big draw: the buyer has excellent taste, the merchandise is high quality, and there's a very good selection. But I hate to shop there because it's crammed into a small area of the store, so a Plus Size woman can barely force her way between the racks!) This book is a real eye-opener, as well as fun to read, and I hope merchants (in the mall as well as online) pay attention to it.
Rating:
Summary: They Know What You are Doing
Review: There are very few books that I read over and over, but 'Why We Buy' has earned a spot in my top ten all time favorites. Through this book, the author takes us on an informative and entertaining journey into the world of retail marketing. However, the beauty of the book lies is that while it is a must-read for any retailer, it will appeal and intrigue the average consumer. When you shop, you aren't just shopping -- you are performing a science. From the way you move your eyes, to what path you take through the store, even items you touch on the shelves, is all part of how each individual consumer makes a purchasing choice. Through this book, you learn how retailers have studied shoppers -- like yourself -- and why certain items are on the top shelfs, why two items are never on sale at the same time, and a wealth of other retail secrets. Have you ever stopped to think about what happens the moment you walk into the store? Probably not, but you'll learn about what happens from the parking lot to the checkout stand in this book. You'll find out, for example, why shopping carts are usually always on the righthand side, and why the days of plastering windows with advertisements are all but over for many stores. Overall, this book is just fascinating in the depth of knowledge it presents, and in such a manner to make it entertaining and informative. Even the most casual reader can find something of interest. One thing is for sure, once you read this book, you'll never view a grocery store or mall the same way again.
Rating:
Summary: Not science, but still substantive...
Review: If you've read some of the reader reviews for this book you'll probably detect a bit of a trend. If you're a scientist or student in search of a tome that provides insight into the causes of specific purchasing behaviours this is not the book for you. If, on the other hand, you are a practitioner (i.e. someone who works as a marketer or perhaps owns or manages a retail establishment) "Why We Buy" provides many, many anecdotes that you will find useful in your everyday life. This is something that few business books can claim -- immediate practical benefit. Plus, Mr. Underhill's casual writing style is easy to read. My only critique is that the middle third of the book gets a bit dull and repetitive, but the first and last thirds are wonderful. In short, I would highly recommend "Why We Buy" to anyone who works in retail, whether you're in the front office or on the front lines. I would not recommend it to people in academia as it probably will not provide the "scientific" substance that you're looking for.
Rating:
Summary: Shop This Book!! (Even if you're not in retail)
Review: I can't imagine a retailer not buying this book. In fact, it would make a great gift for the proprietor of your favorite store. There are lots of insights (many simple common sense, but too often ignored) for a shopkeeper not to find SOMETHING which will increase both sales and customer satisfaction. And that's why this book is worthwhile for anyone in business. After reading it, you can't help but look at your operations ion a new light. For example, are brochures important to your business? If so, read about the needs of different demographics and the importance of signage. It's all easily translated to collateral development. This book won't change the world. And it does seem to reflect an attitude that we were all born to shop -- which many will question. But what makes the book worthwhile is its fresh perspective, meaningful observations and solid advice.
Rating: 
Summary: The Lady Doth Protest Too Much
Review: It is interesting to note people's reactions to this book. I'm reminded of the adage about the stages of acceptance of an idea. At the first stage people say it's wrong, at the second stage they assert that that it's right, but also trivial (common sense perhaps?), and at the 3rd stage (final acceptance) they claim the idea as their own. Many of the negative reviews fit into stages 1 or 2. I would concur with several reviewers that the author's ego interferes with the presentation, but this does nothing to diminish the observational detail that he manages to share, if you are in a place where you can think about it. It takes a little effort to step back from the detail and consider some of the ideas about our behavior that are cloaked in the author's descriptions. Yet many of the notions about what we notice and why and how we move about in a space could be applied (with some reflective thought) to the whole process of "arriving at" and "navigating" a web site (to purchase something or to get information). If you are looking for a book that correlates characteristics of people (socieconomic status, sex, etc) with purchases you will be sorely disappointed. I assume that many of Underhill's clients have contemplated charateristic type marketing data with an eye toward some causal connection between characteristics of people and purchasing behavior. But what Underhill notices is that the act of going to a store and buying something is a sequence of behavior that can be derailed in a variety of ways. And this, ultimately, is why characteristics (socieconomic status, gender, etc) that predict purchasing are also not causal (I don't know of any 100% correlations between characteristics and purchasing behavior that would suggest a causal relationshp). There is instead a process that starts with purposefully going to a store, or arriving their fortuitously, and a subsequent sequence of steps that may or may not result in a purchase. In detailing this process he also takes note of differences related to gender and other characteristics. If you want to understand something about how people must get to a place, enter, move about, notice things and think in order to buy things you will intrigued by the Underhill's anthropological musings. If you want some definitive "cause" for why people buy you might look elsewhere, though I suspect you would be hard-pressed to argue that the processes Underhill takes note of have nothing to do with a successful retail environment.
Rating:
Summary: Everything it says it is
Review: All about shopping behavior. There are tons of insights to be gained for anyone in retail, esp store planning and merchandising. Certainly not written as a how to book for retailing, but worth it all the more for valuable perspective. FRANKly, the review about it being contradictory--BOGUS because retailers very often show both printers bundled with PCs and printers by themselves in separate locations--it's called cross-merchandising. Also, the claim that Underhill omits any mention of obstructed signage--simply not true. But, I totally agree that more should be said about the impact of employees on shopper behavior. And yes, there is repetition, even some word for word repetition. That's because lot of the book is compiled from journal articles and other publications. In my opinion this adds credibility. At the outset it claims to be a brief anthropological survey of shopping behavior, and that's exactly what it is. All in all a compelling read for seller and shopper alike!
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