"How They Shop" is a comprehensive examination of the impact of pricing and communication on customer satisfaction in multi-channel shopping, which includes both online and traditional stores. The book provides a detailed literature review of the various factors influencing purchasing behavior. It explores how online prices are perceived compared to physical stores and the role of consistent brand communication across all sales channels. The research is based on interviews with consumers and managers to gain a balanced understanding of the perspectives of both groups. Through open-ended questions, it presents a clearer picture of the purchasing decision processes and the communication strategies of companies. This academic book is aimed at students, researchers, and professionals interested in the dynamics of modern retail and customer loyalty.