Non-buyer

A 'non-buyer' refers to an individual or entity that does not purchase a particular product, service, or commodity. This term often appears in market research and business analysis to identify segments of the population who are not part of the target consumer base or who, for various reasons, have chosen not to make a purchase. Reasons for being a non-buyer can range from lack of need or interest, to price sensitivity, availability, or the presence of a more suitable alternative. Understanding non-buyers is critical for businesses to refine their marketing strategies and product offerings to potentially convert them into buyers. Analyzing their demographics, preferences, and purchasing behaviors provides insights into market gaps and opportunities for growth, also used for the improvement of product/service. The profile of a non-buyer often differs significantly from that of an existing customer.

Non-buyer meaning with examples

• During the economic downturn, many consumers became non-buyers of luxury goods, leading to significant losses for high-end retailers. Companies needed to re-evaluate their market and target their ideal customer, those still buying, and try to find a new target market. This change was very needed to survive.
• The marketing team discovered that potential non-buyers of their new software were concerned about the product's complexity and lack of user-friendly interfaces. Thus, the company sought to make it more accessible and intuitive, to change the non-buyers to buyers.
• A survey revealed that a large segment of the non-buyer population for organic produce cited cost as the primary reason for their purchasing decisions. The product was expensive and they simply could not afford it, while their needs were still met with alternative produce.
• The study on electric vehicles analyzed the preferences of current non-buyers, finding that range anxiety and lack of charging infrastructure were major barriers to adoption. The buyers felt the product was still too limited, as well as the product availability.
• By studying the behavior of non-buyers of their streaming service, the company was able to pinpoint that many were concerned about the availability of specific content not offered. Thus, they adjusted their product offerings, and expanded their product selection.