The president of Pure Company, after being informed that the 2004 selling price was 6% lower than 2003, would like to know other factors that changes the gross margin as shown below: Net sales Cost of sales Gross margin 2003 P420, 000.00 243, 600.00 P176, 400.00 2004 P426, 384.00 276, 242. 40 P150, 141.60 Based on the data, an analysis of changes in gross margin would show