Influence of Political Marketing Strategies on Voter Behaviour: A Study of West Bengal

Political marketing has emerged as a crucial element in modern electoral politics, fundamentally reshaping the strategies employed by political parties and candidates to secure voter support.This evolution in political communication and campaign management has been particularly evident in diverse and politically vibrant regions such as West Bengal, India.With its rich history of political activism, complex social fabric, and dynamic electoral landscape, West Bengal presents a unique and compelling context for examining the impact of political marketing strategies on voter behaviour.This study examines the impact of political marketing strategies on voter behaviour in West Bengal, India.Using data collected from 225 respondents, we analyse the influence of market orientation, market research, market segmentation and targeting, party or candidate positioning, and brand image management on voting decisions.Our findings suggest that market orientation, market research, and brand image management are the most influential factors in shaping voter behaviour.This research contributes to the understanding of political marketing dynamics in the context of West Bengal's vibrant political landscape.