Which term describes customers who choose not to buy because current options fail to solve the job?

• A. Nonconsumption
• B. Work-Arounds
• C. Circumstances Over Demographics
• D. Centrality

Answer: (A)

Nonconsumption occurs when customers don’t buy because current options fail to solve the job they have. This is about unmet needs: no available product or service actually helps them complete what they’re trying to do, so they stay out of the market. Recognizing nonconsumers reveals untapped demand and guides you to create a solution that truly fits the job, turning potential nonbuyers into customers. For example, before a simple, affordable way to get online existed, many people didn’t purchase internet services because nothing solved their need; once a straightforward option appears, they enter the market.

Work-arounds describe people who still attempt to solve the job, but with improvised or partial solutions, so they’re engaging with solutions in some form rather than staying out entirely. Circumstances over demographics shifts attention to the situation a person is in rather than who they are, which isn’t about whether a current option solves the job. Centrality deals with how central the job is to the person’s life, not whether the existing options meet that need.