The "double jeopardy" phenomenon, whereby the fewer number of people who buy the brand, the less frequently they buy it, is mainly caused by insufficient distribution.

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The "double jeopardy" phenomenon is caused by insufficient distribution because when there are fewer people buying the brand, the brand is less likely to be stocked in stores, which in turn leads to even fewer people buying the brand.

The "Double Jeopardy" Phenomenon, Whereby the Fewer Number of People