In Search of the Facades of Political Marketing and the Ramifications for Strategic Action Orientation of Political Parties in India

Abstract

The present paper aims to identify the facades of political marketing from the perspective of a developing nation. In this exercise, the authors have executed a questionnaire followed by statistical analysis in order to come to meaningful conclusion about the facets of political marketing from the Indian perspective. In order to understand the perspective of
political marketing and to obtain the opinions of marketing experts, two sets of respondents have been considered namely faculty members of marketing and marketing professionals. In this exercise, we have obtained nine facades of political marketing by using principal component analysis. Secondly, the relevance-practice contrast of political marketing has been established through two-tailed paired t-test and ramification
for action orientation of political parties has been discussed. It has been observed through the analysis of the responses of the marketing experts that a gap exists between the relevance of the facades of political marketing and the extent to which these facades are practised by political parties in India.