SPIN SELLING CONCEPT & ITS APPLICATION IN THE BUSINESS PERFORMANCE OF SACHET PRODUCT IN BANGLADESH

Mir Hossain Sohel (), Hossain Shahid Shohrowardhy () and Tania Karim ()
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Mir Hossain Sohel: University of Chittagong, Chittagong-4331, Bangladesh
Hossain Shahid Shohrowardhy: University of Chittagong, Chittagong-4331, Bangladesh
Tania Karim: University of Chittagong, Chittagong-4331, Bangladesh

The USV Annals of Economics and Public Administration, 2016, vol. 16, issue 1(23), 75-84

Abstract: Bangladesh is lower middle income oriented country (LMIC) in South Asia where sachet product has become more popular than other scaling products. SPIN selling is an approach of consultative selling or presenting an offer to the potential clients considering their pain-points using a powerful questioning process. This study attempts to find out the reasons of gaining popularity of sachet product in Bangladesh. SPIN Selling concept is the age-old concept used in this respect. A sample size of 120 was collected from the salespeople of 15 different companies that are co-integrated sachet product in their product line. A self-administered questionnaire is applied for data collection and This study reveals hat the existence of the applicability of SPIN concept in a moderate format in Bangladesh. The findings of the study postulate that in Bangladesh, sachet product is introduced as follower product and it will be helpful for the marketing executives, R&D officers or decision makers of concerned firms in re-considering their strategic thinking aiming to gain sustainable competitive advantage in the product market of Bangladesh for sachet product.

Date: 2016
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