INFLUENCE OF POLITICAL ADVERTISEMENTS ON CITIZENS' VOTING PATTERN IN INDIA

Abstract

Purpose: The paper is aim to study the voting pattern or behavior of Indian citizens over the Political Advertisements through several medium. The purpose of this paper is to provide the scientific analysis of different factors which can or cannot influence the judgment of the Indian citizens to cast their vote after seeing the advertisement over different information medium. The study is aimed to research on different information sources which are used by Political Parties to reach or influence the citizens voting decision. I have tried to analyze the demographic factors which also directly or indirectly associated with Political Advertisement and impact the Voting decision.

Methodology: I have done my project study on two data survey medium. First, I have taken the consideration of Secondary data which is available on different information sources i.e. ADR report on expenditure by Political Parties during recent elections and comparing with voting percentage over the seats. Second part of study is based on; a convenience sampling technique is conducted to collect data from 76 respondents representing the desired range of demographic characteristics (e.g. gender, age, Income and education). The Factors are being framed under some demographic related questions and 18 questions are asked on likert scale (1-Strongly Disagree 5- Strongly Agree). The convenience sampling technique was utilized in the main survey that was conducted in the months of March and April 2017. The Survey has been rolled out to Metro and Semi Metro cities where recent elections are happened. This survey was sent to 116 respondents and received 76 responses through online mode and face to face.