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Word Count: 1,103
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 MM a clothes storeas an analysis for the application of Underhills theories in this store MM applies some of Underhills concepts the decompression zone the butt-brushand invariant right while it doesnt apply the contact theorybeside there were some other drawbacks in design and lay-out MM is a prominent old classy store with about 22 branches distrbuted all over cairo The targeted custmors of MM are the upper class families and has quite few to offer for middle class families For the aim of the expirement only one branch of MM is examined which is located at Roxy Ths store is in three-floor building each floor is assigned a different catagory of goods Cosmetics and leathers in the first floor while lingrie and children wear in the second floor and the last floor is used for both casual and formal
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