The investigation of the voting behavior in theframework of the generation theory and politicalmarketing: A research on the 2017 reference

The aim of political marketing is to determine the voter needs and desires accurately, to create marketing policies for voters, to implement and ultimately to create a sustainable voter satisfaction in the political process and accordingly to create voter loyalty. Particularly, it is very important for political parties, which are the implementing actors of politics, to differentiate from their competitors in societies with high politicized rate where the party, which is the second in the elections, is deemed to have lost the election, and therefore competition is experienced in a ruthless dimension. In order to create this differentiation, it is very important that the competitors, the market and other variables are analyzed well, the market segmentation, the policies related to positioning and the strategies based on competition are established and implemented. In order to demonstrate this differentiation, politicians and candidates have to make use of marketing practices and marketing mixers efficiently. This study was carried out in order to examine the impact of some political and social factors on the voting preferences of voters in the referendum of the 2017 constitutional amendment and investigated the level of influence of individuals on some of the political marketing elements during this election. Accordingly, 1230 participants aged eighteen and over were interviewed face to face in Gaziantep. The data were subjected to statistical analysis. In this context, there were differences between the age groups and the votes used in the referendum. The increase in the reading status of the referendum results in an increase in the probability of using no votes, increasing the rate of old age in individuals, increasing the probability of using yes vote, increasing the level of being affected from the propaganda of political party from the party's sympathy party and the effect of sympathy with older leaders. It has been reached. The study consists of four parts. In the first part, after the introduction, in the second part, the studies on belt theory and belt theory are given. In the third chapter, the concept of political marketing and in the last part, material and method are mentioned and a practical study has been done on voters who have the right to vote in Gaziantep and the theoretical part of the subject has been made more prominent.