Farms, Paul; Olver, James; de Kluyver, Cornelis
March 1989
Marketing Science;Spring89, Vol. 8 Issue 2, p131
Academic Journal
Although they have presented their model in the context of consumer packaged goods, they concur with Hughes that the model should hold across a broader range of product classes when the underlying propositions concerning consumer and trade behavior hold. Some small grocers supplied by large wholesalers have more choice among different brands in a category than does the manager of a large chain store, even if the latter stocks more brands on the shelves. Such an explanation might account for some brands with 100% distribution having smaller shares in smaller stores. If distribution and sales data are collected from the same set of stores, whether to weight stores stocking a brand by the product category used to calculate market share or by all commodity sales is a matter of choice. They do agree that definitions of product categories and markets will continue to be a problem for marketers. They believe, however, that expressing distribution as %PCV will promote a logical consistency among the various measures of push and pull that might not otherwise be achieved.


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