Science discovers critical truths about different things. The science of shopping is concerned with providing information that can improve retailer’s edge and cut the odds of making a wrong decision.
In science of shopping, Underhill observed, identified and experimentally investigated some facts about shopping behaviors of different people. Underhill spent a long time on conducting research on the different aspects of shopping behavior and his research results showed that today retail world is ruled by a number of factors. It’s a changing world.
In the olden days, people believed that by placing right product, at the right price, at the right location is the only strategy for being successful. Today, factors such as gender, trial, touch and human anatomy also play a vital role in the success of a store. The research also showed that the longer a shopper remains in a store, the more he or she will buy.
The era of visionary retailer is now over. Now days, a customer is the king. So it is very important to know the shopping habits and the needs of customers. Shoppers fickle
today and their loyalty to brand name, whether of a product or a store, last only as long as the afterglow of the most recent shopping experience.
Today more and more purchasing decisions are being made on the premises of the store itself. Products now live or die by what happens on the selling floor. Rather than just relying on brand name, Shoppers are susceptible to impressions and information they acquire in store. Many purchasing decisions are made or can be heavily influenced, on the floor of the store itself.
Underhill observed the shoppers very carefully and examined that how different people react, when they enter into a store. According to him, the first princip ...