Substitutes: Consider object A that performs some task or has some utility. Now objects B,C and D that have different form as compared to A but perform the same function are called substitute
Alternatives: Now objects E,F and G that have different forms and functions compared to A but perform the same purpose are called alternatives.
eg. of substitutes : A washing machine or a dhobi ghat. Different forms but perform the same functions of cleaning clothes. PURPOSE : to give clean clothes. ALTERNATIVE TO THIS: buy new clothes.
eg. of alternatives: a movie and a family dinner. Both have the function of family outing and enjoyment but are in very different forms and do different functions
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