Successful Political Marketing: A Punjab Voter’s Point of View
Krishan Gopal1, Rajesh Verma2, Ajay Chandel3
1Krishan Gopal, Assistant Professor, Mittal School of Business (ACBSP, USA Accredited), Lovely Professional University, (Punjab), India.
2Rajesh Verma, Professor and Additional Dean, Mittal School of Business (ACBSP, USA Accredited), Lovely Professional University, (Punjab), India.
3Ajay Chandel, Assistant Professor, Mittal School of Business (ACBSP, USA Accredited), Lovely Professional University, (Punjab), India.
Manuscript received on 12 May 2019 | Revised Manuscript received on 19 May 2019 | Manuscript Published on 23 May 2019 | PP: 1808-1817 | Volume-7 Issue-6S5 April 2019 | Retrieval Number: F13240476S519/2019©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This paper aims to study the influence of different factors on successful political marketing. A conceptual model of different factors affecting successful political marketing developed after extensive literature review[76]. Based on Literature the researchers empirically tested the impact of independent variables (Market orientation, Market Research, Market Segmentation and Targeting, Party/Candidate Positioning and Building and Managing Strong and Favourable Image) on dependent variable (Successful Political Marketing) on a sample of 350 voters from Punjab. Finding indicates that market orientation, market research and building and managing strong and favourable Image has positive influence on the political marketing success whereas market segmentation and targeting and party/candidate positioning do not have any influence on political marketing success. The findings have important implications for both political parties and candidates which they may be considered while planning their political campaigns.
Keywords: Political Marketing, Segmentation and Targeting, Positioning, Image, Market Orientation.
Scope of the Article: Marketing and Social Sciences