The nonlinear distribution and market share curve as well as the push and pull model developed by Farris et at. (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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ERIM Article Series (EAS)
The International review of retail, distribution and consumer research
Erasmus Research Institute of Management