Book Review: Why we Buy by Paco Underhill

https://www.goodreads.com/book/show/259031.Why_We_Buy

Prior to reading this book, I was under the impression from the title that this book would completely be about human psychology and what makes humans buy more. I was very pleasantly surprised reading this book as there is a whole lot more of research in this area. Its fascinating to read how much time the author and his colleagues have spent watching thousands of hours of videos of shoppers shopping. Paco Underhill goes really in-depth into the art of retailing in the physical and online world. Even though this book was written around 20 years back, the observations and concepts are extremely relevant today. Paco really has a great eye about product placement and his observations really make this book a fascinating read. You will also be surprised by the predictions Paco makes in the book which have come true today. This book is a must read for all retailers and also shoppers. You will definitely be a much more informed seller or buyer after reading this book!

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