Investigation of voters' experiences about political party and political leader

Today, it can be mentioned from the existence of the rationalist and emotional factors in voters' political party and leader preferences. Thus, it can be encountered that political parties or leaders are interested in this subject gradually and they are for getting support from the field experts., and the importance of the subject is increasing a little more day by day. In this research; it is aimed to investigate the probable hedonic and rationalist voters' experiences with a holistic and detailed view, in order to fully understand the voters useful expectations that is related political party and leader, and choices they shaped in this direction. In study, firstly, it is madea literature review and, based on this, revealed the conceptional frame. In this research, in which it is made use of qualitative methods, in order to examine the subjective voter's experiences; data is supplied from 40 participants who is determined according to purposeful exemplification,based on semi-configured interview and photo. The gained data is analysed with inductive method. In consequence of data analysis, the data which is converted to themas related to participants' political party and leader experiences ; has formed the findings of research. The findings of research revealed that participants have several hedonic and rationalist experiences related to political parties and political leaders. From the point of participants, related to political parties, it is pointed to sub-dimensions such as; ''experiences of servicing, experiences of equal attitude to every segment, experiences of quietness, peace and welfare'', from the point of political leaders, ''experiences of being honest and trustworty, experiences of peace and quietness, experience of power and competence''. It is defined that some of these fronting experiences have some hedonic and rationalist qualifications. The findings put forward that voters' hedonic experiences related to political party and leaders are as important as rationalist experiences. It can be said that, this research is showing that; from which sizes the meaning, that participants gave to political leaders and parties, are forming. And in terms of reflecting the priorities in voter preference, these can hold qualifications which guide the political parties and leaders in applying state. Besides, it is thought that, research results can contribute political marketing conceptional literature. Key Words 1. Political Marketting 2. Voter Experiences (Political Party Experiences, Political Leader Experiences) 3. Hedonic Voter Experiences 4. Rationalist Voter Experiences 5. Voters' Voting Behaviours