Produse din categorii diferite, care sunt capabile sa satisfaca aceleasi nevoi ale consumatorului. De exemplu, consumatorul doreste sa isi imbunatateasca bucataria, dar trebuie sa aleaga intre o masina de spalat vase, un frigider si un cuptor cu microunde.
Products which are all different in type but are capable of satisfying the same basic want of the prospective purchaser. For example, the consumer may want to buy some new kitchen appliances but must choose between a dishwasher, a refrigerator and a microwave oven.
