What is an Unsought Product?
An unsought product is a consumer product that a consumer doesn’t know about or does not want to actively buy even if he is aware of the product.
Usually, consumers have no active interest to buy unsought products cause the product will be new to them as well as they may be unaware of the benefits the product will offer them.
Take examples of products like insurance, accident insurance, prepaid funeral plans, etc.
Marketing guru Philip Kotler has defined the unsought product as “It is a consumer product that the consumer either does not know about or knows about but does not normally think of buying.”
One of the reasons people normally think of not buying unsought goods is that it does not offer immediate tangible benefits to consumers as such people think the product is fake, unreliable, and a waste of time and money.
In order to make aware people of unsought goods companies have to invest a lot in advertisements, promotions, and demonstrations of products.
For these goods to be sold, consumers should know these products have existed and they need such products.
Characteristics of Unsought Product
The following are the main characteristics of unsought products.
- Normally Not Purchased – One of the main features of unsought products is that these products are normally not purchased by consumers. Unless they know the product or a particular situation arises, only then do they think of buying unsought goods.
- No Purchase Plan – Consumers normally do not plan to buy unsought goods nor do they make any effort to look for them.
- Relies on Aggressive Marketing – Companies have to invest a lot in marketing and advertisements of unsought goods in order to make people aware of them and secure a sale.
- Different Price – Unsought goods have different ranges of prices. These can be low or high. Usually, the price varies depending on the product.
- Limited Outlets – Unsought products may be new to the market, and the company may be the only one offering them. As such, consumers often have only one place to go to buy the product.
- Requires Extensive Awareness Campaigns – Since unsought products are not well-known, companies must engage in consistent educational campaigns to inform consumers about their existence and importance.
- Often Solve Specific Problems – Unsought products usually address a specific or unexpected problem, such as insurance or safety equipment, which makes them relevant only in certain scenarios.
Types of Unsought Products
Normally unsought product is of two types – new or unknown product and known but no interest to buy.
New or Unknown Product
The new product includes products that are new to the market. This is the first time such a product has entered the market.
Consumers usually are unaware of such products’ existence. As such, brands have to do advertisements and promotions to make aware customers of the products.
Normally, all new products are unsought at first, and when consumers know about the product and when they purchase and use the product becomes sought after.
Take an example, when the touch mobile phone is introduced people were unaware of it and are in confusion whether the touching option on the phone is reliable or not.
Later, it becomes a sought product as it offered a lot of value to consumers.
Known But No Interest To Buy
These are the unsought products customers are aware of but do not want or think to buy.
It is because they do not see the benefits of the products or they actually do not know the value of the product in their life.
Take an example of an insurance policy, people generally are not interested in buying.
As such, companies have to do aggressive selling, personal selling, direct selling, etc. so as to deliver the message to people that the product is beneficial for them.
Also Read: What is Core Product?
Such as an accident insurance policy – people generally do not want to buy it cause it does not offer them the immediate benefit as they get when they buy physical products.
What leads them to buy such products is the benefits they will get in the future.
Examples of Unsought Products
Let’s put some examples of unsought products.
- New products
- Products people do not know
- Life Insurance
- Home Insurance
- Accident Insurance
- Prepaid Funeral Services
- Reference Books
- Fire Extinguishers
- Wills and Estate Planning Services
- Health Screenings for Rare Conditions
- Identity Theft Protection Services
- Carbon Monoxide Detectors, etc.
Related: What is Convenience Product?
Strategies To Promote Unsought Products
It is difficult to sell products especially when people do not know the existence of the product as well as they do not want to buy it even if they know its existence.
Because of these reasons, marketing unsought products and making sales is a tricky process. The followings are some strategies to promote unsought goods.
Increase Awareness About the Product
Creating awareness is crucial to promoting unsought products. Use educational campaigns, online content, and community events to inform potential customers about the product’s benefits.
Highlight real-life examples and scenarios where the product can be useful to build trust and a sense of necessity among the audience.
Related: What is Augmented Product?
Demonstrate the Product
People are more likely to consider buying a product when they see it in action. Organize live demonstrations, share video tutorials, or offer free trials.
These methods help potential customers understand the product’s value and functionality, encouraging them to consider it as a practical solution for their needs.
Invest in Advertising
Strong and consistent advertising helps keep the product in the public’s mind. Use a mix of traditional and digital advertising channels like TV, social media, email campaigns, and influencer collaborations.
Targeted ads can also be effective, as they reach specific audiences who might need the product but haven’t considered it yet.
Enhance Personal Selling
Personal selling involves direct interaction with potential buyers, allowing marketers to address individual doubts and concerns.
Sales representatives can explain the product’s benefits, provide detailed answers, and even tailor the pitch to the customer’s needs. This personal touch makes it easier to build trust and convert leads into buyers.
Related: What is Specialty Product?
Leverage Social Proof and Testimonials
Showcase reviews, testimonials, and case studies from satisfied customers. Social proof reassures potential buyers about the product’s effectiveness and reliability.
Encourage happy customers to share their experiences through social media posts or referral programs to widen the product’s reach.
Offer Incentives and Discounts
People are often hesitant to spend money on unsought products. Offering incentives such as discounts, free trials, or bundle deals can help lower the barriers to purchase.
Limited-time offers can also create urgency, motivating potential customers to act sooner rather than later.
Focus on Emotional Appeal
Many unsought products, such as insurance or safety devices, address concerns about security and peace of mind. Craft marketing messages that tap into these emotions.
For example, emphasize the product’s role in protecting loved ones or providing financial security during tough times, making it resonate on a personal level.
Read Also: What is Shopping Product?
Sajan Kushmi is a content writer with more than 4 years of experience. He holds BIM Degree. He write on the topics related to Management, Marketing, and Entrepreneurship.