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If you thought such tactics are adopted by retailers and shopkeepers alone, you are certainly wrong. For even the field of stock investing is known to use this trick and rather generously at that. Take the practice of issuing bonus shares or implementing a stock split. You will routinely hear management talk about how the share price of the company is on the higher side and how doing a stock split will make it more affordable for small investors. Not only this, even stock bonuses are given under the garb of rewarding shareholders for their long term association with the firm.
To make matters worse, investors more often than not fall for this trick and even send the stock price of the company under consideration soaring. What they fail to take into account is the fact that although their number of shares may have gone up, the share price is reduced proportionately. This thus leaves their total investment the same as before. Besides, the management that focuses mostly on bonuses and stock splits rather than trying to improve the long term profitability of the company should always be viewed with suspicion. The management's efforts at all times should be directed at improving the fundamentals of the company. For if profitability improves, share prices will automatically follow. Trying to artificially improve the share price through frequent bonuses and stock splits is not the mark of a good management we believe. And investors should always steer clear of such companies.