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@article{207828,
        author = {Swapnadip Rajendra Ukey and Prof. Nitin Prakash},
        title = {Predictive Sales Analysis and Consumer Behavior Insights Using Business Analytics: Evidence from PR Tech Nagpur},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {3},
        pages = {2923-2931},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207828},
        abstract = {In the modern business environment, organizations are increasingly adopting data-driven approaches to enhance decision-making and improve overall performance. Business analytics has become an essential tool that enables companies to analyze large volumes of data, identify patterns, and forecast future trends with greater accuracy. The use of analytical techniques has become highly effective in helping organizations understand market dynamics and consumer preferences, which in turn has helped in the formulation of efficient sales strategies. This study aims to examine the importance of analytical techniques in predicting sales performance and deriving meaningful insights into consumer behaviour in an organizational environment. For this study, the researcher has adopted a descriptive research design and made use of both primary and secondary data. Primary data collection methods were used to conduct structured questionnaires and discussions with employees undertaking sales and marketing activities. Secondary data collection methods were used to procure data from various publications and journals pertaining to business analytics and consumer behaviour. Analytical techniques such as trend analysis, percentage analysis, and data visualization have been used to interpret the data and identify significant patterns in sales and consumer behavior. The results of the study have indicated that the use of business analytics plays an essential role in improving the accuracy of sales predictions, as well as in understanding the aspects that affect the buying decisions of customers. By recognizing the purchase patterns, variations in the seasons, and trends in product performance, organizations can formulate their own marketing strategies to enhance their sales. Based on the results of the study, it can be concluded that the use of analytical tools in business processes helps in strategic planning, making managerial decisions, and achieving business growth in a competitive market environment.},
        keywords = {Business Analytics, Predictive Sales Analysis, Consumer Behavior, Sales Forecasting, Data-Driven Decision Making, Customer Insights, Sales Trend Analysis, Marketing Strategy.},
        month = {August},
        }