Title: Identifying the antecedents of voter behaviour: an empirical study on Indian electorates

Authors: Deepika; Shashank Vikram Pratap Singh; Santosh Kumar

Addresses: Sri Venkateswara College, University of Delhi, New Delhi, 110021, India ' Shri Ram College of Commerce, University of Delhi, New Delhi, 110007, India ' Shri Ram College of Commerce, University of Delhi, New Delhi, 110007, India

Abstract: Political parties adopt various means to reach and influence their targeted electoral base. Practices in India are not an exception to this. Political parties are devising various concepts of marketing for this purpose. Therefore, the aim of the present study is to find out factors that are considered by the voters while casting their vote. Thus, the study first establishes the concept of political marketing by collecting expert opinion from marketing experts, political scientists and journalists. Based on the results, data was collected from the voters from all over India to study their behaviour. The data collected was empirically tested using exploratory factor analysis and canonical correlation in SPSS to establish factors that contribute the most to studying voter behaviour. The result of the study provides useful insights for the political parties in India.

Keywords: voter behaviour; political marketing; electorates; political parties; election; democracy; India.

DOI: 10.1504/IJEG.2024.138458

International Journal of Electronic Governance, 2024 Vol.16 No.1, pp.74 - 109

Received: 07 Oct 2023
Accepted: 16 Jan 2024
Published online: 03 May 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article