The effect of distribution on market share in different channels

Despite the advances in studies on the effects of distribution channel strategies, the relation between distribution and market share is still a little explored topic, especially in emerging markets. For that reason, this paper's core proposal is to investigate the relation between distribution and market share variables in the Brazilian market, specifically in the beverage sector, comparing two important types of consumer market channels: big and small supermarkets. For such, an empirical study was conducted based on a database with more than 180 stock keeping units (SKUs) sold by three manufacturers in the southeast of Brazil. By means of statistical analyses, the results indicate a convex and growing relation among the variables studied. In other words, there is an inflection point at which market share growth is more accentuated because of distribution. Furthermore, the curves that describe these variables show different effects when comparing big and small supermarkets.

尽管现有研究已在分销渠道策略的影响方面取得诸多进展，但分销与市场份额之间的关联仍未得到充分探索，这一问题在新兴市场中尤为突出。有鉴于此，本研究的核心目标是探究巴西市场中分销与市场份额变量间的关联，具体聚焦于饮料行业，并对比两类重要的消费品市场渠道：大型超市与小型超市。为此，本研究依托巴西东南部三家制造商所销售的逾180个库存单位（Stock Keeping Units，SKUs）构成的数据库开展了实证研究。通过统计分析，研究结果表明所考察的变量间存在凸性递增关联。换言之，存在一个拐点，当分销水平达到该拐点后，市场份额的增长会因分销布局的优化而更为显著。此外，对比大型与小型超市渠道时，描述上述变量的曲线呈现出差异化的影响效应。