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Why did I prefer to vote for my political party?

Author

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  • Saxena, Stuti

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.

Suggested Citation

  • Saxena, Stuti, 2015. "Why did I prefer to vote for my political party?," MPRA Paper 68216, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:68216
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    References listed on IDEAS

    as
    1. Margaret Scammell, 1999. "Political Marketing: Lessons for Political Science," Political Studies, Political Studies Association, vol. 47(4), pages 718-739, September.
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    More about this item

    Keywords

    Political parties’ branding; Political marketing; Voters perception;
    All these keywords.

    JEL classification:

    • P48 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Legal Institutions; Property Rights; Natural Resources; Energy; Environment; Regional Studies
    • Y2 - Miscellaneous Categories - - Introductions and Prefaces

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