World Journal of ManagementVol. 7. No. 1. , March 2016, Pages: 1 – 16
Understanding Catalogue Marketing Acceptance: The Case of Safeer CatalogueManufacturers of different products strive to find profitable ways of getting their products to their end users. They consider multiple channel of distribution including wholesaling, retailing, and direct selling. Catalogue marketing is one of the common channels that have been almost overlooked by Egyptian Organizations. There is a gap in literature on the adoption and determinants of acceptance of catalogue marketing as a direct marketing tool in the Egyptian market. The objective of this study was to understand the determinants of acceptance of catalogue shopping in the Egyptian market, using Safeer Catalogue for Child Development as a case study. A tele-survey with a stratified sample of 500 customers and prospects of Safeer Catalogue for Child Development was conducted. Descriptive statistics, Pearson’s chi-square and discriminant analysis were used for data analysis. Results demonstrated a significant difference between members and non-members on the benefits gained from membership demonstrating a clear lack of awareness and the need for communication among customers. In addition, using discriminant analysis, there was no significant difference in the way of thinking among those who bought once or more than once using Safeer Catalogue. The study has significant implications for managers and academics and constituted a major step forward in advancing our knowledge about acceptance and adoption in the catalogue shopping business.
Field of Research: Marketing