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1994•The International Review of Retail Distribution and Consumer ResearchRequires access

Product availability and market share in an oligopolistic market: the Dutch detergent market

Verbeke Willem, Frank Clement, Paul Farris

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Abstract

The nonlinear distribution and market share curve as well as the push and pull model developed by Farris et al (1989) have been investigated in the Dutch detergent market. The total detergent market as well as some of its market segments were studied: the data supported the push and pull model. The data also revealed that the detergent market is characterized by a specific market share configuration: extensions of the top brands quickly gain maximum distribution which might explain their higher market share. Implications for marketing management and marketing theory are discussed.

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What this paper is about

The nonlinear distribution and market share curve as well as the push and pull model developed by Farris et al (1989) have been investigated in the Dutch detergent market. The total detergent market as well as some of its market segments were studied: the data supported the push and pull model. The data also revealed that the detergent market is characterized by a specific market share configuration: extensions of the top brands quickly gain maximum distribution which might explain their higher market share. Implications for marketing management and marketing theory are discussed.

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OpenAlex reports 13 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

The nonlinear distribution and market share curve as well as the push and pull model developed by Farris et al (1989) have been investigated in the Dutch detergent market. The total detergent market as well as some of its market segments were studied: the data supported the push and pull model. The data also revealed that the detergent market is characterized by a specific market share configuration: extensions of the top brands quickly gain maximum distribution which might explain their higher market share. Implications for marketing management and marketing theory are discussed.

Key concepts: Market share analysis, Market share, Oligopoly, Factor market, Distribution (mathematics), Market microstructure, Business, Market analysis

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