AN APPLICATION ON BRAND POSITIONING ACTIVITIES OF POLITICAL PARTIES: GAZIANTEP SAMPLE

Bülent DEMİRAĞ, Ahmet TAN
DOI: http://dx.doi.org/10.15295/bmij.v5i4.145

Abstract

The aim in political marketing is to be able to determine the needs and desires of the voters correctly, to form and implement the policies towards the electorate and finally to be able to sustain the electorate in the political process and to form the electoral loyalty accordingly. Particularly, regardless of the voting rate, in the elections, the second party is considered to have lost the election, and for this reason, it is very important for the political parties that are political practitioners to come to the forefront in the politically high society where competition is experienced in the ruthless dimensions. In order to create this differentiation, it is crucial that the competitors, the market and other variables are analyzed well, the segmentation of the market, the formation and application of positioning-related policies and recertification-related strategies.

The aim of the work is to measure perceptions of the characteristics of voters who are thought to be influential in political party preferences. In this context, it has been investigated whether 11 different characteristics determined by voters make a meaningful difference with their demographic characteristics. The identification of these characteristics and their importance will provide significant advantages for political parties in their positioning strategies. Within this scope, face to face surveys and data were collected from the voters voting in the province of Gaziantep. The obtained data were subjected to statistical analysis. In this context, it was concluded that the factors affecting political party election differed significantly with demographic criteria.

Keywords

Politics, marketing and political marketing, brand and brand positioning.

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