BBA Fall2016

1. Term Paper on
Personal Selling of
NOVA Electronics Company
Submitted to
Dr. Md. Abdul Momen
Assistant professor
Department of Business Administration
East West University
Submitted by
Md Rezaul Kabir 2011-3-10-086
Naseb Razzaque 2011-3-10-091
Submission Date
1 December 2016

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Acknowledgement
First of all,we are grateful to the almightyAllah who gives us all the
strength & abilityto what we do.Without his approval,we can not do
anything.
We are also thankful to our honorable course instructorwho made us
doingthis report. His instructions & motivationkept us working on this
paper.
Special thanks to the Manager & the two salespersons ofthe NOVA
Electronics of the branch of Stadium Super Market, Gulisthan,Dhaka.
They filled up our questionnaire ,gave necessary informationthat are
needful for this report & also shared their interestingexperiences
regardingsales.

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Table of Contents
Topic Page
Literature Review
About Personal Selling of NOVA
Recommendation
Conclusion
Appendix: Questionnaire

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Introduction
We are familiarwith the brand “NOVA” in Bangladesh.Theymainlysells
electronicproduct in ourmarket.
We started business with electrical power products in the name of Nova
Electronics since 2001. Subsequently, in the year 2010 we moved to
expand our business by adding new products by introducing Nova
Powertronics Limited, registered by Joint Stock Companies and Firms,
Bangladesh (Reg. no C-86002/10), Location at Dhaka.
Nova has obtained distributorship of international Brand GE online UPS
from Switzerland. Others brands is LANGQI switch & socket. We Nova
Powertronics Limited working with its own brand “NOVA”. NOVA’s
electronics products are made by Osaka in Japan.
This assignment is about mainly personal selling. As NOVA is involved in
personal selling, we decided to choose and study about it’s personal
selling behavior. The company we chose is quite unique because of its
local nature and different style of dealing with local customer,
competition. The Company involves mainly do business in old paper
advertising and TV ad while at the same time articulate face to face
dealingwith customer.

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Literature Review

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About Personal Selling of NOVA
From the abovediscussion ofthe literature reviewpart,we got some idea
about what is personal selling.Here we are going to discuss such theories
from the perspectiveof NOVA.
NOVA may not be a well renowned brand in Bangladesh but it’s familiar
one. The current market of electronics and home appliance product is
competitive.And there are many suppliers forsuch products.So it’s
important to get involved in personal sellingat given situation. NOVA is
not exceptional in this case. After all NOVA is the market leader like SONY
RANGESetc.

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In real life the sales people who are working in the sales showrooms are
not that much well educated generally.They don’t know the theoretical
meaningof personal selling.But it does not mean they do not practice it.
In personal sellingmeans,understandingcustomers bylisteningto them
elaboratelyand servethem accordingly,the sales people of NOVA indeed
perform this.After all this is one of the tools and techniques to make
more sales in this competitivemarket. Theydo not perform personal
sellingbecause of theoretical existence in marketingstudybut their
general instinct.
We visited one of the sales showrooms of NOVA which happens to be
located in Gulistan,Dhaka on 26 November, 2016. Three interviews were
taken to collect relevant data for this report.The showroom manager, a
seniorsales person and a juniorsales person.
All three of them implied that there are some clear instructionsgiven
from the company to be maintainedin the sales showrooms which are
mostlyregarding sales.According to them, these instructionsare well
sufficient that do not leaveany room to be creative from their end or to
add anythingnew.
Sales person employed byNOVA are gone through rigorous training
program. Every sales person gone through open ended trainingprogram
in corporate office in Paltan.The trainingprogram does not have any
time limit,rather followresult based approach to train sales person. The
product knowledge trainingof NOVA is usuallyhappen in showroom
where they are employed. We can say it is on the job trainingprogram.
The instructions given bythe corporate office are usuallyinvolve price
negotiation, discount and gifting.Here sales people are given instruction
to make right decision based on theirtrainingand instinct. Also sales
person are instructed bythe management about behaviorwith customer.
And what they are restricted to do misbehavewith customer and visitor.

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Even when some of the customer do annoyingbehaviorand askstupid
questions,theydo not become angry or rude. For example showroom
manage share a incident where a customer askinga temperature of
fridge duringthe freezing process which is very difficult know even for a
product expert.In this kind of situationit is difficult to withheld anger or
control emotion.
And this is what they do. When customer comes at the showroom the
sales person will inform or educate the customer about the product they
are interested.Here sales person involvein this event will tell everything
they know about the product.Because it is a electroniccompany all the
information involves technical detail and knowhow.So sales person
usuallyworkingin this process must have depth and breadth ofNOVA
product to make a successful sale. By tellingeverythingcustomer will
have better chance making right decision in sellingsituation. In the
interviewall the participant told us confidentlyabout the information
they share to customer and howit helps to make a good sales.

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Here sales person are product expert in this regard. Because theyare only
in the showroom who deals with potentialcustomer, it’s important they
have all the necessaryinfo regardingthe NOVA product.The sales person
must become product expert to deal with any kind of customer.
In the personal sellinga sales person must know about the companythey
work for. It is important theyknowevery hookand canary about NOVA
and it business practices. In the interviewparticipants all agree they
know everythingabout the company. However they have not given any
hint of knowing all the practices.
There is onlyone mismatch found amongthe interviews.The manager
said they never contact with the customers proactivelyfrom theirend
once a product is sold & delivered.But the juniorsales person said he
does.He often contact to few of the customers to know the feedback
regardingthe product he sold.

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Recommendation
From the interviews taken,it is clear that they practice personal sellingin
theirsales showroom but at a minimum level.It is not their fault actually.
They just focus on sales.
The corporate office should emphasize on personalsellingmethod.After
all it is very much needed in this competitivemarket. They should add
this feature in theirtrainingprograms.
Another findingis the creativitywhich is needed in personal sellingas
well as overall sales success. The corporate office should encourage these
sales people to become creativein new ways. And also should encourage
& collect new ideas from these people.
Conclusion
As these sales people are not that well educated,the questionnaire was
made in Bangla language.This was helpful forthem to understand
properly& answer them with comfort.
We are extremely sorry that interviewof three level of management was
not possible to be taken,but three interviews were indeed taken from
three different positions.
In the end,we would like to say that,it was an interestingexperience
while working on this report,especiallyto collect the primary data
through the interviews.It certainlyenriched ourtheoretical knowledge
on personal selling.

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