Voter behavior and analysis of factors affecting voter behavior: The case of İstanbul

In countries governed by democratic regimes, voters aim to vote for their wants to become true and support some political parties, leaders and candidates governing the society. Political parties seek to be in power by getting maximum votes with minimum expenditure. To achieve this, they use political marketing to determine wishes and needs of voters correctly and present policies implemented to meet these demands and needs with the right strategies. Political marketing is also used to identify how to reach voters and convince them using the most appropriate methods. Political marketing is expressed as all of the techniques used by politicians to achieve the highest vote potential and win the elections. It is seen that the effects of some necessary variables and their dimensions on the voting behaviors of voters, who are the consumers of the market in the political arena, may differ today. This study, which aims to reveal the factors affecting the behaviors of voters in Istanbul, consists of six parts. In the application of the study, the SPSS 25 statistical analysis program was used to determine the effect of the factors mentioned above on voters' voting behavior in line with the survey information gathered from 450 participants who have voting qualifications in Istanbul. Analysis related to socio-demographic and economic data and survey questions were made. Then, comments and inferences were made regarding the factors affecting voters' voting behavior in connection with the survey questions and political marketing communication activities, individuals' families, close circles, and voter satisfaction. The study was completed with an evaluation of the findings and suggestions for future studies. The research findings may guide politicians and political propaganda managers in understanding how and in what way voters' voting behavior has changed and determining strategies that can affect the voting behavior of these voters by revealing.