An unsought product or good is a type of consumer product that people may not consider buying, may not know it exists, or it does not feature in their monthly or weekly shopping list. Smoke detectors, door alarms, life insurance, etc. are unsought goods. A consumer buys an unsought product only if there’s a genuine need for it or an emergency scenario.
Promoting Unsought Goods
Sellers must heavily promote unsought products to create awareness about the product. They should also promise and actually offer reliable after-sales customer support to entice buyers. Some products stay unsought items because people don’t know how the product would positively impact their lives. For instance, frozen foods were not sought after when fresh foods were available in abundance. But when fresh food availability became less widespread, buyers realized the significance of buying frozen.
At times, people don’t buy a good for specific reasons such as prejudice and perception. To make such products sell, the marketing professional should alter the negative externalities surrounding the product. For instance, if a consumer is not keen on products made in China, the company could shift production to some other place or educate such consumers why China-made products are not as bad as they are made out to be.