Unsought goods are one of the most interesting yet least highlighted categories in marketing. These are products or services that consumers do not actively seek or feel the need for, until a situation arises where they become necessary. Unlike convenience or shopping goods, unsought goods require aggressive marketing, awareness-building, and promotional strategies to attract buyers. In this blog, we will dive deep into what unsought goods are, their characteristics, pricing behaviour, taxation aspects, examples, and how marketers position them. We will also understand how government-linked, medical, and emergency-related products fall under this segment, along with a structured comparison table for better clarity.
Definition of Unsought Goods
In marketing terms, unsought goods are products that consumers either do not think about buying or don’t see an immediate need for. They are low-awareness, low-demand items unless triggered by a necessity, emergency, or persuasive promotion. These goods depend heavily on sales efforts, advertisement, personal selling, awareness campaigns, and direct outreach.
Key Characteristics of Unsought Goods
Consumers are unaware or uninterested initially
Depend on strong marketing and push strategies
Often bought in emergencies
Brand loyalty is minimal; trust and urgency drive purchase
Pricing varies widely based on urgency and product category
Common Examples of Unsought Goods
- Insurance (life, health, vehicle)
- Emergency repair services
- Funeral services
- Fire extinguishers, smoke alarms
- Medical insurance, organ donation programs
- Disaster kits, first-aid kits, security systems
- Blood donation campaigns
- New or innovative technology products consumers haven’t heard about yet
Some of these, such as insurance or funeral services, are purchased only when a life event triggers necessity, otherwise, consumers rarely go looking for them.
Table: Difference Between Unsought, Convenience & Specialty Goods
| Type of Goods | Demand Behaviour | Buying Effort | Price Range | Marketing Dependency | Examples |
|---|---|---|---|---|---|
| Unsought Goods | Low until need arises | Minimal decision time during urgency | Variable | Very High (sales + awareness) | Insurance, fire alarms, funeral services |
| Convenience Goods | High & frequent | Low | Low to moderate | Low to moderate | Milk, soap, bread |
| Specialty Goods | High but niche | High involvement | High | Low promotion, brand pull | Luxury cars, designer fashion |
Prices, Taxes & Regulatory Factors
Since unsought goods span across multiple industries, pricing is not standardized. Some products like fire extinguishers may have fixed ranges, whereas insurance premiums vary with age, health, and policy coverage.
Taxation Scenarios May Include:
- GST/VAT on tangible products like fire extinguishers, medical kits, alarm systems
- Government-regulated premium structures for insurance products
- Additional charges for emergency services, installation, or quick-response dispatch
- Exemptions or reduced tax benefits may exist in the case of life insurance policies or medical tools, depending on region
For example, in many countries, insurance premiums fall under financial services tax slabs, while life insurance maturity benefits may qualify for tax deductions. Similarly, emergency safety equipment may attract manufacturing and sales tax but sometimes receive concession rates under health/safety categories.
Note: Tax percentages differ by region and should be checked according to local government guidelines.
Why Marketing of Unsought Goods is Challenging
Marketing these products is more persuasion-driven than demand-driven. The consumer must be made aware of the risk or need through campaigns, emotional triggers, or education. The goal is to convert “I don’t need this right now” to “I might need this someday, better to be prepared.”
Successful marketing uses:
Awareness advertising
Emotion-based messaging
Real-life scenarios to show necessity
Free demos, trials, personal selling
Subscription-based offer models for easy adoption
Final Thoughts
Unsought goods may not be a part of everyday shopping lists, but they play a crucial role in emergencies, safety, and future preparedness. Marketers who deal in health services, insurance, security equipment, and innovative products must focus on awareness building, informative storytelling, and emotional-based marketing to educate the audience and create demand. Understanding their behaviour, pricing, taxation, and promotion strategies helps businesses position them more effectively in the market.
In the end, What are unsought goods in marketing? is not just a question, it is a category that highlights the power of awareness and necessity in consumer behaviour.
