An unsought product is a consumer good that the consumer either does not know about or does know about but does not usually intend to buy. Its purchase is not part of the routine shopping and is often related to necessity rather than desire.
Two main classes of unsought goods are: 1) New unsought goods (products that the consumer has not heard of) and 2) Regular unsought goods (products that the consumer knows about but does not want to think about, such as life insurance, funeral services, or smoke detectors). The marketing strategy for them requires aggressive personal selling and intensive advertising.
