Siyaset Pazarında Bölümlendirme Üzerine Keşifsel Bir Araştırma

Yıl 2015, Cilt: 22 Sayı: 1, 61 - 81, 14.10.2015

Elif Boyraz Orhan Erdem

https://doi.org/10.18657/yecbu.88635

Cited By: 3

Öz

Bu çalışmanın amacı Türkiye’de seçmen davranışını anlamada pazar bölümlendirme yaklaşımının etkin bir yöntem olup olmadığı sorusuna cevap aramaktır. Bu bağlamda öncelikle nitel bir çalışma ile seçmenin kararlarında etkili faktörler belirlenmeye çalışılmıştır. Sonrasında yapılan nicel çalışmanın amacı siyaset pazarının post hoc (sonsal) yöntem ile bölümlendirmesini yapmak ve pazar bölümlerinin profilleri hakkında bir analize varabilmektir. Bu amaçlar doğrultusunda; 10 ilde yüz yüze anket uygulaması ile 1242 seçmenden veri toplanmış; toplanan verilere faktör ve kümeleme analizi uygulanmıştır. Araştırma bulguları belirlenen örneklemde çıkarcı, umursamaz, kararlı ve değişime açık seçmen olarak adlandırılan dört farklı seçmen kümesinin varlığına işaret etmektedir.

Anahtar Kelimeler

Seçmen Davranışı, Pazar Bölümlendirme, Siyaset Pazarlaması

An Exploratory Research On Political Market Segmentation

Öz

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

Anahtar Kelimeler

Voter Behaviour, Market Segmentation, Political Marketing

Kaynakça

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