Borsa İstanbul'da faaliyet gösteren perakende firmalarının pazarlama harcamalarının firma performansı üzerindeki etkileri.

Özbek, Volkan; Kutbay, Ayşegül Yıldırım; Akar, Kübra

This study aims to find the factors that affect the sales revenues and asset profitability of companies operating in the retail sector. The study consists of retail companies listed on Borsa Istanbul, covering the quarter periods between 2015/3 and 2022/9. In the sample, as of 2022, 14 companies are traded in the retail sector on the stock exchange. Since the data of 6 companies among these companies could not be accessed, they could not even be analysed, and analyses were made on the panel data created with eight companies whose data had the desired characteristics. Regression and correlation tests were performed in the analyses. The panel data obtained from the sample were analysed using Stata 13.0 and EViews 9 package programs. According to the results of the analysis, it has been determined that marketing, sales, and distribution expenses impact sales revenues, while general administrative expenses and advertising expenses impact return on assets (ROA).

BUSINESS revenue; RETURN on assets; ADMINISTRATIVE fees; BUSINESS enterprises; ADVERTISING; PANEL analysis; BORSA Istanbul AS; MARKETING costs; ADVERTISING spending; REGRESSION (Civilization)

Turkish Journal of Marketing, 2024, Vol 9, Issue 3, p83

2458-9748

Academic Journal

10.30685/tujom.v9i3.198