Why did I prefer to vote for my political party?

Stuti Saxena ()

MPRA Paper from University Library of Munich, Germany

Abstract: The case study revolves around discussions by a group of students of a popular university in a cafeteria. State elections in Uttar Pradesh had just finished and students were wondering as to how the election results were against their pre-conceived notions. They were discussing about the reasons as to why they voted for their preferred political party as first-time voters. Overall, this case study purports to assess the impact of political parties’ branding on voters’ decision-making. The case study seeks to raise three concerns: how does political parties’ branding influence voters’ decision-making?; what are the key factors which influence a voter in decision-making process?, and why is psephology so different in a multi-party system in developing economies’ contexts? A consumer-oriented approach is developed for assessing the impact of political parties’ branding on voters’ decision-making. It is concluded that voters’ decision-making is influenced by the political parties’ branding initiatives.

Keywords: Political parties’ branding; Political marketing; Voters perception (search for similar items in EconPapers)
JEL-codes: P48 Y2 (search for similar items in EconPapers)
Date: 2015-12-05
New Economics Papers: this item is included in nep-cdm and nep-pol
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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:68216

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