Define unsought product – and provide an example.
The correct answer and explanation is :
An unsought product is a type of product that a consumer does not actively seek or think about purchasing. These products typically offer benefits that consumers do not realize they need, and therefore, they are not on the top of their minds. People may not have a strong desire or intention to buy unsought products unless a specific need arises. The need for these products often emerges unexpectedly or is triggered by specific circumstances, which makes them “unsought.”
There are two types of unsought products:
- New unsought products: Products that have never been thought of by the consumers before, often due to their novelty or newness in the market.
- Regularly unsought products: Products that consumers don’t think about regularly, even though they might use them occasionally. Examples include life insurance, cemetery plots, and emergency medical services.
Example of an Unsought Product:
A funeral service is a classic example of an unsought product. Most people do not think about funeral arrangements until the need arises, such as after the death of a loved one. Funeral homes sell these services, but individuals do not actively seek them out until the situation requires it. Though necessary and essential in certain life events, the product is considered unsought because people do not plan for such events regularly or intentionally.
Explanation:
The concept of unsought products aligns with consumer behavior and how products fit into an individual’s buying cycle. Often, these products are marketed through aggressive advertising or personal selling, as people need to be reminded of their existence, especially when the need arises. Funeral services, for instance, often utilize marketing strategies that educate people about the importance of having a plan in place ahead of time, making it easier when the need occurs. Because of their unpredictable nature, unsought products usually have a unique marketing strategy.
Let me generate an image to visually represent this concept.
Here is an illustration representing the concept of an unsought product, like life insurance or funeral services. This visual demonstrates how a person might unexpectedly find themselves needing these products, even though they don’t actively seek them out.