Term Paper: Apparel Mechanizing

Pages: 2 (818 words)  ·  Bibliography Sources: 1  ·  Level: College Senior  ·  Topic: Aging  ·  Buy This Paper


[. . .] The reason such stores are organized in this fashion is that merchandiser hope that consumers will go to the back of the store, for what they really need, but make an impulse purchase on the way out. Consumer covetousness and desire is stimulated in the store by the sight of luxury and unnecessary goods -- one reason that many merchandisers hate the Internet, because it allows for point-and-click specific shopping.

Underhill even comes clean that merchandizing specialists have quantified the importance of shopping baskets in certain types of stores. Baskets make it more difficult to move through the store, which is negative, as it makes shopping a more unpleasant shopping experience, particularly for space-sensitive women, and may drive them more quickly from the store and result in less merchandise being purchased. But on the upside for retailers with large aisles, the existence empty basket space encourage consumers to fill the cart, is one reason why the relatively larger clothing areas of stores like Target and Wal-Mart now provide carts.

Underhill offers important advice to retail store owners, like to make sure to design the store for customer convenience, in terms of seeing the merchandise, rather than giving predominance to cash registers. The presence of registers, and worse, long lines, makes the shopper think of the uncomfortable fact that he or she will have to pay for all of the nice things on display and wait for the privilege of doing it.

Underhill's most controversial assertions, however, come as he projects what retailing will look like in the future, stressing that the aging of the population means that retailers must answer to the baby boomer generation. But given that young consumers -- despite the ubiquity of the Internet in their lives -- tend to patronize malls physically, because of their greater physical mobility, and have more disposable income and a greater willingness to shift brand allegiances in items with a high level of turnover and profitability, this may not necessarily be 'the way to go.' Still, the store is an education and also a powerful incentive for future merchandisers to go to the mall in search of an education, rather than with a credit card.

Work Cited

Underhill, Paco. (2000) Why We Buy: The Science of Shopping. New York: Simon & Schuster [END OF PREVIEW]

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