Political marketing and decision-making process of voters (A Case Study: Esfahan Youth Voters inTenth Parliament Election)

Document Type : Research Article

Authors

1 Associate Professor of Political Science, Yazd University

2 PhD student of Public Administration, Islamic Azad University of Yazd Branch

Abstract

There are three types of voters in any election: A) those who indicate they voted for the current party or candidate, B) those who indicate they did not vote for the current party or candidate and change their attitude in different elections, and C) those who have not previously voted. The main question in present study is: "If the kind of the relations of These three groups of voters affect their decision making factors (1-involvement, 2-information seeking, 3-knowledge, 4-loyalty, 5-certainty, 6-satisfaction and 7-stability)?" the object of present study is to "investigate the effect of the decision making type and style of the voters on the factors which impact this decision making through using marketing technics and customer behavior analysis. The survey population is 320 youth from 18 to 25 in Esfahan city, selected using cluster sampling method. The results indicate that the relationship between "involvement", "knowledge", "loyalty", "satisfactory" and "stability", and the above three groups of voters there is a significant, But other variables It is not significant.
 

Keywords

References

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