• Bharti
• Ranjana Gupta
• Meenakshi Srivastava

In the global market number of consumer goods of different brands are available. The choice of a particular brand depends upon the attributes of the product. Selection of a particular brand is not easy task for the consumers. Depending on the choice of the brand of the particular product sales of the retailers will differ from brand to brand. In this context, sales stability is the ability of any business to maintain consistent sales overtime. Sales stability can be achieved through developing a loyal customer base, offering a unique product or having a strong brand identity. Therefore, in the present paper the sales stability index is being constructed to know the stability of a particular brand of any product in the market. The proposed index is based on quantity consumed by the customers during particular time interval. The applicability of the proposed index is based on the primary data collected in eighteen general stores of Mathura Township area, Mathura for Amul Milk.

Stability Index, Sales Stability, Consumer Behaviour

"Construction of Sales Stability Index: A Measure to Assess the Stability of a Particular Brand in the Market", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 6, page no.j58-j64, June-2025, Available :http://www.jetir.org/papers/JETIR2506909.pdf

"Construction of Sales Stability Index: A Measure to Assess the Stability of a Particular Brand in the Market", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 6, page no. ppj58-j64, June-2025, Available at : http://www.jetir.org/papers/JETIR2506909.pdf