Wael Kortam

Profiling the Non E-shopper Segments: Evidence from the Egyptian Tourism Industry Wael Kortam

As consumers become more technology savvy and online travel sales continue to boom, online retailers need to understand how to tap into this new and huge potential set of consumers and gain the benefits of its remarkable growth. Online shopping is, in general, still a new phenomenon in the Middle East. When a new technology-based product or process is still at an early stage of diffusion, only a small subset of consumers is likely to have adopted it. When non-adopters still comprise the majority of the target populations, describing all non-adopters (non-online shoppers) as a homogeneous population may be inaccurate and inappropriate. Therefor, this book provides a comprehensive framework, based on data from the Egyptian market, that identifies the factors that classify and profile E-ticketing non-purchasers into two segments: prospective purchasers and persistent non-purchasers. The book also provides practitioners with useful insights into the development and management of marketing strategies to deal with those segments.