A Study on the Effects of Traditional Political Marketing Tools on the Voters Behavior

Subject Areas : Jounal of Marketing Management

B. Kheiry ¹ , B. Ghasemi ² , V. R. Mirabi ³ , P. Gholipoor Sangelaji ⁴

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Received: 2013-08-31 Accepted : 2013-08-31 Published : 2011-09-23

Keywords: Democratic system, marketing, Politics, Political marketing, Voters’ behavior,

Abstract :

The increasing tendency of governments to establish democratic systems, even in the form of the word “republic”, has rendered public participation in the election process inevitable. However, the growing apathy of nations to determine their destiny throughout the world has caused a serious challenge for governments. Therefore, people are relied on to ensure the participation of the general public  in elections, motivating  the public in community efforts as well as  entrenching  and applying measures to seize power seats. Political marketing include those concepts that provide the tools which can be employed by policy activists. The traditional tools of political marketing division indicators and the impact indicators of voter behavior from the perspective of the political elites were examined in the present study using a questionnaire comprising 25 questions. In the research is applied in terms of objective, and descriptive-survey in terms of methodology (a field study).  Professors, PhD and Graduate students of faculties of Management and Politics of Central Tehran Branch and Science and Research Branch of the Islamic Azad University (IAU) were chosen as the statistical community of the present study and sample size of 343 persons were selected through stratified random sampling method. Research findings indicated that the use traditional tools of political marketing have an impact on the behavior of voters as they chose a different course; these findings can practically increase people’s participation in the electoral process.