Identifying the motivations of a firm's noncustomers is as important as identifying its customers' motivations.

1. Provide a firm's product as an example and describe three reasons why an individual would not purchase the firm's product (e.g., you may refer to consumers' comments about the product on social media, websites, or online retailers, such as Amazon; or you may refer to news articles and other credible resources).
2. How can the firm use the reasons to successfully convert noncustomers into customers?