Siyaset Pazarında Bölümlendirme Üzerine Keşifsel Bir Araştırma

Year 2015, Volume: 22 Issue: 1, 61 - 81, 14.10.2015

Elif Boyraz , Orhan Erdem

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

Cited By: 3

Abstract

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.

Keywords

Seçmen Davranışı, Pazar Bölümlendirme, Siyaset Pazarlaması

An Exploratory Research On Political Market Segmentation

Abstract

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

Keywords

Voter Behaviour, Market Segmentation, Political Marketing

References

• BAINES, Paul R., HARRIS, Phil ve Barbara R. LEWIS (2002), “The Political Marketing Planning Process: Improving Image and Message in Strategic Target Areas”, Marketing Intelligence&Planning, 20 (1), 6-14.
• BANNON, Declan P. (2003), “Voting, Non-voting and Consumer Buying Behaviour: Non-voter Segmentation and The Underlining Causes of Electoral Inactivity”, Journal of Public Affairs, 3 (2), 138-151.
• BANNON, Declan P. (2004), “Marketing Segmentation and Political Marketing”, PSA Annual Conference, http://www.ana.nada.sk/segmentation/Bannon.pdf (21.03.2010).
• DAVIDSON, Scott (2005), “Grey Power, School Gate Mums and The Youth Vote: Age as a Key Factor in Voter Segmentation and Engagement in The 2005 UK General Election”, Journal of Marketing Management, 21, 1179-1192.
• DERMODY, Janine, HANMER-LLOYD, Stuart (2004), “Segmenting Youth Voting Behaviour Through Trusting-Distrusting Relationships: A Conceptual Approach”, International Journal of Nonprofit and Voluntary Sector Marketing, 9 (3), 202-217.
• GARDNER, Hanne, REES, Patricia ve Maria TSIANTI (2005), “Still Silent-Political Market Segmentation and The Case of Ethnic Women”. Journal of Marketing Management, 21, 1161-1178.
• KOTLER, Philip, KOTLER, Neil (1999), “Political Marketing Generating Effective Candidates, Campaigns, and Causes”, B. I. Newman (der.), Handbook of Political Marketing içinde, California: SAGE Publications.
• LILLEKER, Darren G. (2005), “Political Marketing: the Cause of an Emerging Democratic Deficit in Britain?”, W. W. Wymer, J. Lees-Marshment (der.), Current Issues in Political Marketing, , New York : Best Business Books.
• MCGOUGH, Sean (2005), “Political Marketing in Irish Politics: The Case of Sinn Féin”, D. G. Lilleker, J. Lees-Marshment (der.), Political Marketing-A Compatitive Perspective Manchester: Manchester University Press, 103.
• NAKİP, Mahir (1999), Pazarlama Araştırmaları, Ankara:Seçkin Yayınları.
• NEWMAN, Bruce I. (1999), “A Predictive Model of Voter Behavior The Repositioning of Bill Clinton”, B.I. Newman (der.), Handbook of Political Marketing, California: SAGE Publications.
• PHILLIPS, Joan M., REYNOLDS, Thomas J. ve Kate REYNOLDS (2010), “Decision-Based Voter Segmentation An Application for Campaign Message Development”, European Journal of Marketing,44 (3/4), 310-330.
• REES, Patricia, GARDNER, Henne (2005), “Political Marketing Segmentation-The Case of UK Local Government”, Journal of Nonprofit&public Sector Marketing, 14 (1/2), 169-184.
• SMITH, Gareth (2006), “Competitive Analysis, Structure and Strategy in Politics: A Critical Approach”, Journal of Public Affairs, 6, 4-14.
• SMITH, Gareth, HIRST, Andy (2001), “Strategic Political Segmentation A New Approach for a New Era of Political Marketing”, European Journal of Marketing, 35 (9/10), 1058-1073.
• YORKE,D. A., MEEHAN, Sean A. (1986), “ACORN in Political Marketplace”, European Journal of Marketing, 20 (8), 63-76.