Knowing why consumers buy what they do is the secret to predicting how they will behave in a shifting world. Yet, marketers often look only at actual consumer behavior, without finding out why the choices were made. 
Pamela Danziger, president of Unity Marketing, has been an astute researcher of the "whys" behind consumer behavior for more than 20 years. She began writing this book before September 11, 2001. After the terrorist attacks, she added to her research to help her understand how purchase behavior might have changed, the underlying causes, and what companies could do to win the hearts of their customers in a difficult and changing world. 
This insight-filled book is based upon surveys, interviews, and focus groups with hundreds of men and women of all ages who make discretionary purchases—who buy things they could probably do without. She explains that the roots of human behavior are remarkably stable throughout one’s life, and these are the best predictor s of how changes in the external environment will affect consumer behavior. Ms. Danziger’s book profiles customers for dozens of categories, of discretionary spending, explores 14 different "justifiers" that people use to rationalize when they buy things they could do without, and provides myriad examples from excellent marketers who have used their knowledge of underlying motivators to help consumers justify their purchases and become satisfied customers. Corporate leaders, marketing and sales executives, strategic planners, futurists, and merchandisers are sure to benefit from this analysis of why people buy.

Why People Buy Things They Don't Need

Business & Money

Pamela Danziger

Economics

Paramount Market Pub

Revised and Expanded for 2004 
Pam Danziger has just updated her bestseller, including several new categories. Since apparel is now more often a discretionary purchase than a necessity, she has added new sections on apparel for women, men, teens, and children. Focusing on why people buy things they could probably do without, Danziger now covers 37 categories and has added material about the retail market in each one. There are also new stories of excellent marketers and commentary about how things have changed since September 11, 2001. Corporate leaders, marketing and sales executives, strategic planners, futurists, and merchandisers will benefit.

Marketing & Sales

Paramount Market Publishing

Make Your Store Irresistible to Shoppers Small is the next BIG story at retail small as in local independent retailers. Learn how to tap this emerging retailing trend, fueled by the desire of the highest-potential and highest-spending customers' passion for a new shopping experience that they can't find at the mall, in the national chains or in big box stores. This trend will reshape the retail landscape over the next decade. Discover 7 simple steps to transform your store from ordinary to extraordinary and learn from 17 of the nation's best specialty retailers about what makes their shops POP! Shops that POP! 7 Steps to Extraordinary Retail Success, will show you how to craft a retail shopping experience that's irresistible to the most profitable shoppers looking for something special. Why small is the next BIG story at retail If you operate an independent retail store that has survived the Great Recession, or even if you have opened such a store since the official end of the recession in June 2009, you are in the sweet spot of the consumer retail economy for at least the next decade. The next big story for retail will be small, as in small independent retail businesses. Success at retail is less about WHAT you sell, and more about HOW you sell it! Main Streets and the independent retailers that thrive there are on the cutting edge of this shift in retailing. While the Great Recession took out a wide swath of retailers, the successful retailers that remain represent, by and large, the best and brightest. They have come through the worst and emerged onto the other side stronger, smarter, and more resilient. This emerging retailing trend will be fueled by the desire of the highest-potential and highest-spending customers' passion for a new shopping experience that they can't find at the mall. It will reshape the retail landscape over the next decade. Specifically, demographic shifts, with both aging Baby Boomers and young Millennials looking for a more personal shopping experience, as well as heightened expectations from affluent consumers will favor the special services and products that only local small businesses can provide. Customers will seek these smaller stores for different reasons, based on their demographic, socio-economic, and psychographic outlooks. As a result, growth at mass market retailers will slow down and profits will shrink. The next decade will see a great winnowing down, restructuring, and right sizing of mass-market retail, which will give a new opportunity to independent specialty retailers. The secret of success for inspired, creative independent specialty retailers to prosper is the ability for them to really know their customers and deliver the valuable, unique shopping experiences these demanding, savvy, eager-to-be-pleased consumers crave. Shops that POP! 7 Steps to Extraordinary Retail Success is a book about and for independent specialty retailers who want to thrive in this new shopping environment. Shops that POP! 7 Steps to Extraordinary Retail Success, will show you how to craft a retail shopping experience that's irresistible to high-value shoppers looking for something special.

Shops that POP!: 7 Steps to Extraordinary Retail Success

Jennifer Lorenzetti

Paramount Market Publishing, Inc.

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Books by Pamela Danziger