This concept is used for goods which customers don’t buy normally, unsought goods like insurance etc. These goods are aggressively sold by tracking down the target segment and sold on the virtue of the product benefits.
The focus here is more on selling the products of the company to consumers without comprehending the market needs and increasing sales transactions rather than building and enhancing relationships with customers.
This concept works under poor assumptions that if customers are coaxed into buying a product then they will necessarily like it. Even if they don’t like it, they’ll forget their dissatisfaction over a period of time and buy the product again later.