Reflection of Why We Buy

Siqi Meng

MKT 355

Reflection Paper

November 30, 2016

Reflection of Why We Buy

This is an old book published in 1999 by Paco Underhill. The highlights key points from this book that affect consumers’ behaviors when they go for place of purchase, which are vital for the success of every retail and also companies which have products in modern trade. Though there are criticisms that this book is out of dated, the findings in here personally I feel still can be adaptable in this era. With simple and sense of humor words, this book is found interesting and easy to read.

My presentation part is about the social networking. As the world get more and more de-urbanized and we spread out across the country and the world, we still cannot get away from our basic human need to reach out and connect with other people. Social Networking can expand the number of people’s business or social contacts by making connections through social media sites such as Facebook, Twitter and LinkedIn. Social networking across the enormous physical distance, save time and break traditional. But everything has two different sides. Web thinks and perceives and processes data like a computer, because it is a computer. This is one of the chief limitation of the web. It lacks the capacity to be thoughtful or inventive or intuitive in an original way.

Next part is Internet Convergence. It is the linkup between the physical world and mobile technology and the web, is an improved union between stores, the online world and the mobile phone. Convergence also advance a phenomenon that’s already making inroads in online shopping. Also, the internet as a green tool, replace wallet and personal ID. Those are all Innovation of Traditional Distribution System.

Although shopping online can give us incredible convenience, we can compare the price and have infinite choice. But you cannot try things on, you cannot talk to someone immediately, you cannot enjoy the service that you will get in store. E-commerce never replace physical store, but it is much easier for a potential customer to close an internet browser, than to hop back into his or her car to drive away – there is no guilt of wasting gas or time. Optimizing e-commerce website to create unique experiences is a critical ingredient to success.