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What products to consumers view as reasonable substitutes? •>Consider prices, use, quality, and other significant characteristics •?US Test: If there was a small but significant non-transitory increase in the price (SSNIP) of the product, to what other products would consumers turn? What alternative products can other supply, and under what circumstances will they do so? •>Establish the other players in the market. •Where can consumers possibly turn for supply? •>Analyzes location, whether local, regional, or international
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