Title: Voter satisfaction and its dynamics: an empirical analysis of rural versus urban India voters

Authors: Deepika; Shashank Vikram Pratap Singh

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

Abstract: How voters value the political parties' strategies and policies is the critical question faced by political parties. One such measurement is voter satisfaction. Therefore, the aim of this study is to uncover elements that sensitise voters to the political system and encourage their engagement in the electoral process. The purpose of the study is also to determine the effect of these variables on voter satisfaction. Using political sensitivity scale and voter satisfaction model, authors have made a comparative analysis of urban and rural voters. The sample of 1400 has been collected from parliamentary constituencies of urban voters and rural voters, and SEM in AMOS has been applied. Most of the findings are similar for urban voters and rural voters except for religious and caste considerations, which is significant only in the case of rural voters. The study provides valuable insights to the politicians in framing their strategies.

Keywords: elections; urban voters; rural voters; voters' satisfaction; political marketing.

DOI: 10.1504/IJAMS.2024.140046

International Journal of Applied Management Science, 2024 Vol.16 No.3, pp.329 - 354

Received: 02 Sep 2023
Accepted: 05 Feb 2024
Published online: 16 Jul 2024 *

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