Sales analysis is an important tool of marketing research. It is the first step in the marketing research programme and acts as a basis for the development of further scope for marketing research. It reveals the current operating problems in the marketing area where the scope for marketing research can be adequately explored in smaller organizations, sales analysis is an important source of marketing information. It provides a major share of the factors for marketing research.
Step in Sales Analysis: In sales analysis the followings steps are observed:
a. Territorial Analysis: sales data per territory or region are classified and are put in comparable form to have a birds eye view of the total sale. Sales vary from region to region and time to time. The causes of such variations can variations can be revealed by investigation and survey of retailers of the region.
b. Customer Analysis: Sales data according to different nature of customers are classified and compared. They provide the useful purpose of understanding the nature of customers and their behaviours to the sale.
c. Product Analysis: Sales data product wise can be significant source of marketing research. The sales may very from product to product. Understating of their behaviour will be useful for framing product policy.
d. Time Analysis: Sales data classified as per different segments of time viz, monthly , six, monthly and yearly may be useful sources of analysis of sales.