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 decompression zone" and "contact". The invariant right theory is that upon entering a shop, people usually tend to go to the right side first. And shopper do not pay attention to goods displayed in the enterance area or what is called "The decompression zone". Another aspect of shoppers' behavior that Underhill observed is the "butt-brush" theory which suggests that goods displayed in narrow aisles will be ignored or avoided by shoppers, especially women who dislike bieng pushed from behind. Shoppers also, according to the "contact" theory, prefer to examine the goods both physically and visually before deciding to buy the product. I made a field visit to M.M, a clothes store,as an analysis for the application of Underhill's theories in this store. M.M applies some of Underhill's concepts, the "decompression zone", the "butt-brush"and "invariant right", while it doesn't apply the "contact" theory,beside, there were some other drawbacks in design and lay-out.
             M&M is a prominent old classy store with about 22 branches distrbuted all over cairo; The targeted custmors of M.M are the upper class families and has quite few to offer for middle class families. For the aim of the expirement, only one branch of M.M is examined, which is located at Roxy. Ths store is in three-floor building, each floor is assigned a different catagory of goods, Cosmetics and leathers in the first floor, while lingrie and children wear in the second floor, and the last floor is used for both casual and forma...