Seçmen Özelliklerinin Oy Verme Davranışı Üzerindeki Etkileri

Öz

Tüketicinin davranışlarını, tüketicinin satın almada karar süreçlerini birçok faktör etkilemektedir. Ticari pazarda ‘tüketici’ olarak değerlendirilen son alıcı konumundaki bireyler, siyasal pazarlamada ‘seçmen’ olarak adlandırılmaktadır. Siyasi partiler tarafından oluşturulan politikalarla sunulan hizmetlerin tüketicisi konumunda yer alan seçmen, siyasal arenada başarı hedefleyen tüm partilerin önceliğidir ve seçim başarısının en önemli anahtarıdır. Ticari pazarlarda, işletmeler tarafından hedef seçilen kitleye yönelik etkili ve verimli politikalar üretmek, belirlenen bu hedef kitlenin özelliklerinin önceden belirlenmesine diğer bir ifadeyle pazar araştırmaları ile pazarın özelliklerinin tespit edilmesine bağlıdır. Politik pazarlar da, birçok farklı toplumsal unsuru bir arada barındırdığından heterojen özellik arz eder ve seçime yönelik başarı elde edilmesi ancak seçmenin farklı özelliklerinin derinlemesine analiz edilmesiyle mümkün olabilir. Çünkü tüketicinin davranışlarını, tüketicinin satın almada karar süreçlerini birçok faktör etkilemektedir. Bir tüketici olarak seçmen davranışının, karar alma sürecinin ve siyasi parti sadakatinin oluşumunun da bu faktörlerden etkilendiği söylenebilir. Bu faktörlerin başında seçmenlerin yaş, cinsiyet, eğitim seviyesi, meslek ve gelir düzeyleri gelmektedir. Çalışmada, bu kapsamda bir araştırma modeli kurulmuş ve bu faktörlerin seçmen davranışına ve karar alma sürecine etkileri ortaya koyulmaya çalışılmıştır.

Anahtar Kelimeler

• Politik Pazarlama, Seçmen Özellikleri, Seçmenlerin Oy Verme Davranışları

Effects On Voting Behavior Of Elective Characteristics

Öz

Many factors influence the behavior of the consumer and the decision-making process of the consumer. Individuals who are the last buyers considered "consumers" in the commercial market are called "voters" in political marketing. The voter who is the consumer of the services offered by the policies created with the political parties is the priority of all parties targeting success in the political area and is the most important key of the electoral success. In commercial markets, to produce effective and productive policies for the target audience by the business depends on determining the characteristics of the target, in other words, identifying market research and market characteristics. Political markets are also heterogeneous for having many different social elements together, and success in election can only be achieved by in-depth analysis of the different characteristics of the electorate. Many factors influence the behavior of the consumer and the decision-making process of the consumer. It can be said that the behavior of voters as a consumer, the decision-making period and the formation of political party allegiance are also influenced by these factors. At the beginning of these factors are age, gender, education level, profession and income levels of voters. In this study, a research model was established and the effects of these factors on voter behavior and decision making process were tried to be revealed.

Anahtar Kelimeler

• Political Marketing, Voter Characteristics, Voting Behavior of Voters

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