Shop Like a Man-Underhill

Paco Underhill makes some very true and interesting points about the male shopper. It is known by pretty much everyone that a man does not like to shop, (well most men) its just a fact in life many know. "It's a struggle just to get them to be patient company for a woman while she shops." (187) But if a store knew how to get their attention and get them to start shopping, they would be set to make a lot of money. As Underhill states "The manufacturers, retailers and display designers who pasy attention to male ways, and are willing to adapt the shopping experience to them, will have an edge in the twenty-first century."(188) I know from personal experience that when I am shopping and my brothers or dad are with me, they hassle me and I don't get to spend as much time, therefore I probably won't buy as much. Underhill states my poing "so the woman's comfort level plummets when he's by her side; she spends the entire trip feeling anxious and rushed."(191) Men are also funny when it comes to shopping because although they did not buy anything or don't even know what his wife/girl is buying, he will definitely take out his money and pay for it because he gets a thrill out of it. I think this is because they feel more like a man and having money shows more power. I personally love to go shopping with my dad, even though it's rare and hard to do, because for some reason he will usually say yes to anything. "men seem so anxious to get out of the store that they'll say yes to almost anything."(188) I remembered reading another article about men called "Guys vs. Men" where it stated technology (mainly computers) was a man's favorite thing nowadays and when reading this article by Underhill he states "Computer hardware and software have taken the place of cars and stereo equipment as the focus of male love of technology and gadgetry."(190) I totally agree with this because my dad is always on the computer and loves to go shopping for hardware and computer stuff. Although he still loves talking about cars, I think technology has taken over him. Overall I think that if stores just have sections for men, they would do exceptionally well. "Take any category where women now predominate, and figure out how to make it appealing to men."(194)