Paco Underhill, the author of " Why we buy" and marketing consultant has devoted his entire career for developing what he calls the science of shopping, in which he analaizes the behavior of the shoppers, and how this behavior could be affected by the design and the lay-out of the shop. Throughout his study, Underhill developed many theories about the behavior of the shoppers. Some of these theories are "The invariant right", "The butt brush" "The …showed first 75 words of 1050 total…

…showed last 75 words of 1050 total…iii- Description of the store. III- In what sense are Underhill's theories applied. i- "Decompression zone" theory application in the store. ii- "Butt-brush" theory application in the store. IV- In what sense is the "Invariant right" theory applied. V- Why is the "contact" theory not applied. VI- Drawbacks in the design of the store, and how these drawbacks negatively affect the shop. VII- Recommendations to improve the design, final impression and evaluation of the shop.