Firma Kârlılığı ve Pazarlama Yatırımları Arasındaki İlişki: BİST Perakende Sektöründe Bir Uygulama

Öz

Bu çalışmanın amacı, Borsa İstanbul'da (BIST) işlem gören perakende sektörü firmalarının pazarlama, satış ve dağıtım giderleri (PSDG) ile firma kârlılığı arasındaki ilişkiyi belirlemektir. BIST'te işlem gören 15 perakende firmasının 2006-2024 yılları arasındaki verileri kullanılarak panel veri analizi gerçekleştirilmiştir. Analiz sonuçları, tüm firmalarda PSDG ile aktif kârlılığı (ROA) arasında uzun dönemli bir ilişki olduğunu ve PSDG'deki %1'lik bir artışın ROA'da %0,167'lik bir artışa yol açtığını göstermektedir. Bu araştırma, literatürde yer alan çeşitli pazarlama yatırım araçlarının firma kârlılığı üzerindeki etkisini vurgulamakta ve yöneticilere yatırımlara öncelik verme konusunda rehberlik edebilecek niteliktedir. Elde edilen bulgular; Kaynak Temelli Teori, Müşteri Temelli Marka Değeri ve Müşteri İlişkileri Yönetimi gibi alanlarda literatürde tartışılan temel argümanlarla uyumlu kanıtlar sunmaktadır.

Anahtar Kelimeler

• Şirket kârlılığı
• pazarlama yatırımları
• BİST
• panel veri analizi.

THE RELATIONSHIP BETWEEN FIRM PROFITABILITY AND MARKETING INVESTMENTS: AN APPLICATION IN THE BIST RETAIL SECTOR

Öz

The aim of this study is to determine the relationship between the marketing, sales and distribution expenses (MSDE) of retail sector firms listed on Borsa Istanbul (BIST) and firm profitability. Panel data analysis was conducted using annual data from 15 retail firms listed on BIST between 2006 and 2024. The analysis results show that there is a long-run relationship between MSDE and return on assets (ROA) in all firms, and an increase of 1% in MSDE leads to an increase of 0.167% in ROA. This research highlights the impact of various marketing investment tools mentioned in the literature on firm profitability and can guide managers in prioritizing investments. The findings provide evidence consistent with the basic arguments discussed in the literature in areas such as Resource-Based Theory, Customer-Based Brand Equity and Customer Relationship Management for the BIST retail sector.

Anahtar Kelimeler

• Company profitability
• marketing investments
• BIST
• panel data analysis.

Kaynakça

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