Why We Buy with Author Paco Underhill


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The CPG Guys, Sri & PVSB, are joined in this episode by Paco Underhill, legendary author of the seminal book on shopping behavior, "Why We Buy" which has been in continuous print for 20+ years.
Paco answers these questions posed to him:

  1. Your book “Why We Buy” was published over 2 decades ago yet remains, to this day, in publication in 28 languages to the tune of 100,000 copies per year? What, in your opinion, is the timeless constants of its content that keeps people wanting to buy it and learn from it?
  2. Is North America still the epicenter of retail innovation in this world? If not, where do you think this is really happening?
  3. How has consumer access to information changed the retail shopping experience?
  4. What has been the disruptive factor of private label products in North America that has consumers gravitating to Kirkland, Simple Truth, O Organics, President’s Choice and the like?
  5. If 80% of weekly purchases over age of 40 are the basically the same items, what is the impact on CPG companies & packaging?
  6. What is the impact of the smart home with a smart kitchen and voice OS on purchasing behavior and efficiency?
  7. How are technology and big data enabling better customization across the consumer journey?
  8. In your consulting practice Envirosell, You have spent an enormous amount of time observing consumer behavior to draw meaningful insights. Why, in this digital age, is this still an important skill?

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