Introduction
Unsought goods are products or services that
consumers are not actively seeking to purchase but may end up buying due to
certain circumstances. These goods are not top of mind for consumers and they
may not be familiar with them. Companies must take a strategic approach when
marketing unsought goods as they require special attention and awareness
building strategies.
Meaning of Unsought Goods:
Unsought goods are defined as
products or services that consumers are not actively looking for but may
purchase under certain circumstances. These products may be deemed necessary
but not necessarily desirable. Examples of unsought goods include insurance
policies, burial plots, and hearing aids.
Features of Unsought Goods:
- Necessity:
Unsought goods are typically purchased due to a perceived need or
requirement. For instance, insurance policies are a necessary expense but
not something consumers actively seek to purchase.
- Infrequent
Purchases: Unlike fast-moving consumer goods, unsought goods are typically
purchased infrequently. For example, a burial plot is a one-time purchase
that consumers may not think about regularly.
- Lack
of Awareness: Unsought goods may not be familiar to consumers and
companies must educate them on the benefits of the product or service.
- Specialized
Marketing Efforts: Marketing unsought goods requires a specialized
approach, as the target audience may not be actively seeking the product.
- Focus
on Problem-Solving: Unsought goods are marketed as solutions to specific
problems. Companies must highlight the problem and how the product or
service can solve it.
Conclusion: Unsought goods present unique challenges for
marketers, as the target audience may not be familiar with the product or
actively seeking it. Companies must take a strategic approach and educate
consumers on the benefits of the product or service. Specialized marketing
efforts, focusing on problem-solving and highlighting the need for the product,
are crucial when promoting unsought goods.
