Analysis of factors that affect elector behavior in terms of political marketing: A multivariate survey in the city of İzmir

The concept of political marketing which can be briefly defined as application of marketing principles in political field, consists of all endeavors that political parties and candidates realize in the elections in order to be in power. Though the concept of political marketing is used intensely in our country after 1980 this concept is much used in the elections of USA and European countries. Electors who are in the position of political marketing consumers and their proportionally raising educational level with advancing technology cause differentiation in voting variants. In order to direct the decision of " vote" appearing in the end of such a complex process in favor of political parties and candidates, the need to political marketing increases every passing day. Determination of political products which and why electors prefer make possible for political parties and candidates to reach optimization in political marketing endeavors. The survey which aims to realize multivariate analysis of factor affecting elector behaviours in terms of political marketing consists of three parts. In the first part relation between political science and marketing science, basic features of political marketing concept and definitions of political marketing composite elements, in the second part detailed examination of supposed factors affecting elector behaviours and in the last part part field study realized with1013 persons in the city of Izmir and the findings of interview realized with 45 persons. It is completed with evaluation of survey findings and recommendations for the coming surveys. Keywords: Marketing, Political marketing, elector behavior.