1. Why We Buy by Paco Underhill Chapters 8-11: Men are From Sears Hardware, Women are From Bloomingdale's

2. Chapter 8: Shop Like a Man Move faster through stores Move faster through stores Less time “looking” Less time “looking” No joy in process of “finding” No joy in process of “finding” Dressing room: fit is what matters Dressing room: fit is what matters  65% buy vs. 25% of females Less attention to price tags Less attention to price tags Lists: under 25% (male), “almost all” (female) Lists: under 25% (male), “almost all” (female)

3. Ch. 8, continued Man’s Impact on Women (Time in Store) Man’s Impact on Women (Time in Store)  Woman with female friend  Woman with kids  Woman alone  Woman with Man “day care” center for men?? “day care” center for men??

4. Chapter 9: What Women Want Psychological & emotional aspects of shopping Psychological & emotional aspects of shopping Want “experience” and “environment” Want “experience” and “environment” Example: Greeting Cards Example: Greeting Cards Example: Home Depot Example: Home Depot Women’s role in workplace impacts shopping—how? Women’s role in workplace impacts shopping—how?

5. Chapter 10: The Elderly 2025: 1/5 of Americans will be over 65 2025: 1/5 of Americans will be over 65 Improved Health & Medical Advances Improved Health & Medical Advances Vision: Font Size & Color Vision: Font Size & Color Navigation Navigation

6. Chapter 11: Kids If store is unwelcoming to kids, parents will stay away. If store is unwelcoming to kids, parents will stay away.  Restaurants  Strollers Meet needs of kids Meet needs of kids  Products within reach (or childproofed!!) Entertainment for kids Entertainment for kids  Zany Brainy  Coloring Books at restaurants

7. Review Chapter 8: Men Chapter 8: Men Chapter 9: Women Chapter 9: Women Chapter 10: Elderly Chapter 10: Elderly Chapter 11: Kids Chapter 11: Kids