Author/Authors
BOYRAZ, Elif Gaziosmanpaşa Üniversitesi - İ İ B F - İşletme Bölümü, Turkey , ERDEM, Orhan Erciyes Üniversitesi - İ İ B F - İşletme Bölümü, Turkey
Title Of Article
An Exploratory Research On Political Market Segmentation
شماره ركورد
25740
Abstract
The purpose of this study is to answer the question: “Is market segmentation an appropriate method for understanding the behaviour of voter?” In this context a qualitative research was used for determining the effective factors on voter decisions. The purpose of following quantitative research is to segment the political market by post hoc segmentation and analyze the profiles of market segments. According to these purposes data was collected from 1242 voters in 10 cities by a questionnaire. Factor and cluster analysis were applied to data. The results show that there are four voter segments. These segments are named as utilitarian voter, nonchalant voter, decided voter and innovative voter according to their characteristics.
From Page
61
NaturalLanguageKeyword
Voter Behaviour , Market Segmentation , Political Marketing
JournalTitle
Journal Of Management and Economics
To Page
81
JournalTitle
Journal Of Management and Economics
Link To Document