Consumption chain Analysis

Consumption chain analysis is used to study products that offer something that competitors do not
provide. Changing the product portfolio or dropping the price is actually the most slowest form of
differentiation. In fact, a company has the opportunity to differentiate itself at every point when it
comes into contact with its customersfrom the moment potential customers realize that they
need a product or service to the time when they no longer want it and decide to
dispose/upgrade/replace it. This relationship life-cycle is known as the consumption chain.

Since our product kent vegetable and fruit purifiers is a very unique product and has got no
competitors we decided to use the consumption chain Analysis to study the product

Awareness of need: There is a growing need among Indian consumers to stay healthy and
eat healthy given the increasing levels of pollution. Also the disposable income in India is
rising. So the product will appeal well to the educated Indian consumer
Our product can be made to reach the consumers through electronic media. Given that Kent
is already a well-known household name with its water purifiers so we have a base to
advertise our product. Since no other company is coming with a product specific to fruits
and vegetables purification so our product enjoys a visible advantage
Selection: Both the power consumption and the weight of the product is on the low side.
The product also comes with timer options
Order and purchase: The dealer can be tracked online through the website. Also there is
option to order the product online. Option is also available to track order. Online purchase
comes with free shipping and free installation
Delivery: Shipping is free in case of online purchase. For purchase off the shelf delivery can
be arranged with additional charges by the dealer
Payment: Online purchase requires creating an account.