search query: @indexterm SEGMENTATION / total: 227
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| Author: | Baines, P. R. (et al.) |
| Title: | Product attribute-based voter segmentation and resource advantage theory |
| Journal: | Journal of Marketing Management
2005 : NOV, VOL. 21:9 - 10, p. 1079 1115 |
| Index terms: | United Kingdom politics segmentation products |
| Freeterms: | resource advantage theory parties |
| Language: | eng |
| Abstract: | Marginal constituencies and undecided voters have usually been persuaded by political parties with advertising that is targeted through demographic segmentation. The use of market segmentation approaches in general election campaigns is nowadays well known and documented. However, the practice of segmentation applied by political parties and its link to theory is not so widely examined. The authors describe here how political parties in the general election of UK in 2005 targeted a priori segments of the electorate by gender, age and lifecycle and show how they should have been using a product attribute-based approach. With the help of logistic regression the selected MORI surveys from 2005 were analyzed and the most significant factors affecting the voting behaviour of British people were found. The article presents also how three main British political parties are perceived and discusses, using resource advantage theory, how party and leader images are used by political parties. |
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