Negative demand

Negative demand
See also

Negative demand - a market state when the main part of consumers dislikes the product and can even pay the price to sidestep it[1]. In state of negative demand public can show its dissatisfaction by not wanting to pay for the product to obtain it, regardless of its advantages and possible profit[2]. Marketing task in this case is to analyze the reason of the product dislikes and rejection[3]. A proper strategy needs to be created to disperse misunderstanding of possible customers and transform demand from negative into positive[4]. A good marketing plan can change the beliefs and stances of the market by redesigning, making more positive promotion and lowering the prices of the product[5].

For better understanding of the topic there are some examples of negative demand represented below[6][7]:

  • Humanity has negative demand for vasectomies, vaccinations, dental work and other operations.
  • Employers sense a negative demand for ex-convicts and alcoholic workers.
  • Another instance is negative demand for low-fat products. People love the taste of food with high amount of fat and commodity related to their availability and quite easy access. We prefer not to quit the taste and convenience for a long-term and distant promise of health benefits, that is why fat-food diners have a high demand among society, which is a testament to the negative demand for low-fat and healthy nutriment.
  • On the social rank, the acception of programs, which help poor people by redistributing earnings is in negative demand. Politicians maken everything possible to avoid programs like these, that will considerably redirect income from rich to poor. They prefer to pay the price of more drug use, increased crime and unremunerated medical care rates than to risk their opportunities for reelection by raising taxes on wealthy and influential part of society.


  1. C.L. Tyagi 2004, s. 76
  2. M. Siegel, L. Doner 2004, s. 33
  3. C.L. Tyagi 2004, s. 76
  4. K.R.M. Rao 2011, s. 200
  5. C.L. Tyagi 2004, s. 76
  6. C.L. Tyagi 2004, s. 76
  7. M. Siegel, L. Doner 2004, s. 33


Author: Uladzislau Leonau