THE EFFECTS OF POLITICAL MARKETING FACTORS ON TENDENCIES OF VOTERS : AN APPLICATYON IN AFYONKARAHYSAR

Yıl 2011, Cilt: 6 Sayı: 4, 400 - 421, 01.05.2011

Alparslan Özmen BİROL Topçu Hülya Öcal Berrin Yüksel

Öz

There are many factors that affect the preferences and the attitudes of voters in political life, especially during the election periods. Occasionally, socio-cultural and economic features of voters' environments become determinative on the voters' behaviors. Besides, demographical variables of voters are also considered as important factors that affect voters' attitudes and preferences. Additionally, the behaviors of voters are affected by some factors such as leader, party program and the ideology of the party. Political parties present these factors named the components of political product to voters by using the methods and tools of behavioral sciences and marketing communication. The main objective of this study is to exhibit the effects of these political marketing components on the voters' preferences and tendency. In this respect, the effects of leader, party, program and the ideology of party on the preferences and behaviors of voters considering the demographical features of voters in the Afyonkarahisar city center have been determined.

Anahtar Kelimeler

POLITICAL MARKETING, VOTER TENDENCYES, THE COMPONENTS OF POLITICAL MARKET, PARTY LEADER, VOTING BEHAVIOR,

SYYASAL PAZARLAMA FAKTÖRLERYNYN SEÇMEN E?YLYMLERY ÜZERYNDEKY ETKYLERY: AFYONKARAHYSAR YL MERKEZYNDE BYR UYGULAMA

Öz

Siyasal ya?amda özellikle seçim dönemlerinde, seçmenlerin tercihlerini etkileyen çok sayyda faktör vardyr. Seçmenlerin bulunduklary çevrenin sosyo-kültürel ve ekonomik özellikleri seçmen davrany?lary konusunda zaman zaman belirleyici olmaktadyr. Bunun dy?ynda seçmenlere ait demografik de?i?kenlerde, seçmenlerin tutum ve tercihlerinin temelindeki önemli etkenler arasynda yer almaktadyr. Seçmen davrany?y ayryca, lider, parti programy ve parti ideolojisi gibi faktörlerden etkilenmektedir. Siyasal ürün bile?enleri ?eklinde de adlandyrylan bu faktörler, siyasal partiler tarafyndan davrany? bilimleri ve pazarlama ileti?imi yöntem ve araçlaryndan yararlanylarak seçmenlere sunulmaktadyr. Seçmenlere sunulan bu siyasal pazarlama bile?enlerinin seçmenlerin tercih ve e?ilimleri üzerindeki etkisini ortaya koymak bu çaly?manyn amacyny olu?turmaktadyr. Bu do?rultuda lider, parti, program ve parti ideolojisinin Afyonkarahisar il merkezindeki seçmenlerin demografik özellikleri ile ili?kilendirilerek oy verme tercih ve davrany?lary üzerindeki etkileri belirlenmi?tir.

Anahtar Kelimeler

POLYTYK PAZARLAMA, SEÇMEN E?YLYMLERY, SYYASAL PAZAR BYLE?ENLERY, PARTY LYDERY, OY VERME DAVRANI?I,