Summary of Why We Buy

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Why We Buy book summary


9 Overall

8 Applicability

9 Innovation

9 Style


In Why We Buy, Paco Underhill reveals key principles that he and his company, Envirosell, have learned about shopping. He discusses what different types of customers see, and how they respond. He has more than 20 years experience observing some 50,000 to 70,000 shoppers a year in stores, banks, and public offices. This is an exciting, original book. It is sharply written, with a dynamic style. Underhill provides generous examples of what he and his team of trackers have learned by observing shoppers. He includes interesting anecdotes and statistics showing how shoppers behave under different circumstances. This is both a solid, carefully researched book and a joy to read. getabstract recommends the book to everyone in retail.

In this summary, you will learn

  • Why retailers must consider all shoppers – men and women, children and senior citizens – when creating a shopping environment;
  • Why poor service will undo good merchandise, price and location every time; and
  • Why the Internet shopping experience must offer easy navigation and plenty of information.

About the Author

Paco Underhill  is the founder and director of Envirosell, a company devoted to analyzing shopping behavior. He has numerous corporate clients, including McDonald’s, Starbucks, Estee Lauder, Blockbuster, Citibank and Wells Fargo. He has written for many publications, including American Demographics and Adweek, and lectures widely.



The Science of Shopping
Paco Underhill’s understanding about shoppers is the result of more than 20 years of careful observation and data collection. He approaches it like an anthropologist studying another culture, through participant observation and carefully noting dozens of pieces ...

Comment on this summary

More on this topic

By the same author

Customers who read this summary also read

More by category