The Impact of Sales Promotion, Market Management, and Increased Market Share of Ornamental Plants on the Financial Performance of Producing Companies

Subject Areas : Journal of Ornamental Plants

Mohsen Hashemigohar ^{1 *} , Seyed Mohammad Ali Tabatabaei Mirak Abad ² , Mahboobeh Laaleaaly ³

1 - Assistant Professor, Department of Accounting, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
2 - Management, Humanities, Islamic Azad University of Quds, Tehran, Iran
3 - Master of Accounting Student, Islamic Azad University, Shahr- eQods branch, Tehran, Iran

Received: 2024-10-15 Accepted : 2024-11-07 Published : 2024-12-18

Keywords: Financial performance, Increased market share, Market Management, Ornamental plants, Sales promotion. ,

Abstract :

Evaluating financial performance allows marketers to measure and assess their contribution to changes in a company's value. Therefore, understanding how marketing affects the financial performance of ornamental plant producers is of great importance. The aim of this study is to investigate the impact of sales promotion, market management, and increased market share of ornamental plants on the financial performance of producing companies. This research is classified as applied research in terms of its purpose and is descriptive-survey in nature regarding data collection. Standard questionnaires were used for gathering information. The statistical population of this research includes all marketing managers, financial managers, and senior staff of ornamental plant-producing companies in 2024. Using the Klein and Jackson formula for structural equations, a sample of 125 individuals was randomly selected. Structural equations and Smart PLS 3 software were used to test the research hypotheses. The results of the hypothesis tests indicate that sales promotion, market management, and increased market share positively and significantly affect the financial performance of ornamental plant producers. Based on these results, it can be stated that in today's complex, dynamic, and highly variable environment, ornamental plant producers need to design and adopt strategies that assist in continuously improving their performance. In other words, the outcomes of managers' decisions in such companies are reflected in financial performance metrics through strategies like sales promotion, market management, and increasing market share.

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