Multidimensional Political Marketing Mix Model for Developing Countries: An Empirical Investigation

This article offers a 38-item nine dimensional statistically valid structural model of political mix for a developing country. The methodological approach of the study is based on 2357 primary data collected from rural and urban voters in Bangladesh. Results of the paper revealed significant differences in priorities between the two voter groups on political mix items. In one hand, rural voters were found to prefer candidates promoted by celebrities and national leaders, were swayed by public opinion, and even influenced by the sight of large sculptures of party symbols or effigies of the candidates in the campaign trail. On the other hand, urban voters were found to take into account the candidates’ modesty, their powers of articulation, as well as the economic and psychological cost of the candidates’ victory while making the electoral decision. The study recommends utilizing voter information systems to identify and nominate candidates as well as use party chairperson and national icons for word of mouth promotion and concludes by suggesting areas for further research in this field.

Bangladesh, political marketing, election campaign, political parties, polling, promotion