Green Consumers theory by Saurav kumar , “states that Supply requirements of a market is a reflection perceived by different suppliers differently”.
Types of Supply Response as per requirements:
1. Alternative : Better product than those which are available.
2. Twin brothers : Identical products to the same as available in market to cover the gap and to serve a large population of consumers which cannot be covered by a single supplier.
3. Substitute : Cheaper or economical versions of the current product.
4. Exceptionals : Products which provide a better value compared to their competitors.
5. Freshers : New products whose market is yet to be developed and nurtured to make them mature demands.