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Analysis of a Shop Design

Paco Underhill, the author of " Why we buy" and marketing consultant has devoted his entire career for developing what he calls the science of shopping, in which he analaizes the behavior of the shoppers, and how this behavior could be affected by the design and the lay-out of the shop. Throughout his study, Underhill developed many theories about the behavior of the shoppers. Some of these theories are "The invariant right", "The butt brush" "The decompression zone" and "contact". The invariant right theory is that upon entering a shop, people usually tend to go to the right side first. And shopper do not pay attention to goods displayed in the enterance area or what is called "The decompression zone". Another aspect of shoppers' behavior that Underhill observed is the "butt-brush" theory which suggests that goods displayed in narrow aisles will be ignored or avoided by shoppers, especially women who dislike bieng pushed from behind. Shoppers also, according to the "contact" theory, prefer to examine the goods both physically and visually before deciding to buy the product. I made a field visit to M.M, a clothes store,as an analysis for the application of Underhill's theories in this store. M.M applies some of Underhill's co


iii- Introduction to the aim of the essay



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Approximate Word count = 1066
Approximate Pages = 4 (250 words per page double spaced)

  

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