Why Consumers Purchase Products They Never Use

Paper Summary:

This paper is a research project that asked the respondents to go to their garage or basement, locate one product they purchased six months or more ago and not used recently and then asked why they purchased the product. This paper reports that unused household and automotive purchases are made for specific reasons, indicating that the motivating factor in purchasing most of these products is an occurrence or planned occurrence in the home. The author points out that a significant number of respondents said that unused products were purchased to have them on hand because they were either staples or emergency need products.

Table of Contents
Introduction
Survey of Related Literature
Methodology and Results
Synthesis
Conclusions

From the Paper:

"They [reporting on a literature review of a study about unused food products] found that the majority of unwanted food and pantry purchases were made for a specific reason, rather than on impulse or marketing enticements. These purchases went unused because the specific reason or event for which they were made never happened. Though the study does not go into detail on the topic, it is also stated that at least some purchases went unused because the consumer did not like the product upon trying it. Because the consumers making disliked purchases must have been somehow enticed to try initially the product, this group of responses would indicate that marketing was the determining factor in making the purchase."

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