TÜRKİYE’DE SİYASET PAZARLAMASINDA RAKİBE PAZARLAMA ÜZERİNE ALAN ARAŞTIRMASI: TRABZON İLİ ÖRNEĞİ

Bu çalışmada seçmenlerin demografik özellikleri açısından siyasi partilerde rakibe pazarlama konusu değerlendirilmiştir. Bu amaçla Trabzon ilinde 371 seçmen ile yüz yüze anket yapılmıştır. Anketlerin analizinde faktör analizi, tek örneklem t-testi ve çok değişkenli varyans analizi (MANOVA) testlerinde yararlanılmıştır. Çalışmanın en önemli sonucu; seçmenler ana muhalefet ve ikinci muhalefet partisinin faaliyetleriyle iktidara oy kazandırdığı düşüncesindedirler

In this study; it is evaluated that opponent marketing in political parties in terms of voters’ demographic characteristics. For this purpose in Trabzon, there were face to face questionnaire with 371 voter. In the analysis of questionnaire, factor analysis, one sample t-test and Multivariate Analysis of Variance (MANOVA) testes were used. The most important result of this research is; voters think that the main opposition and the second opposition party bring in vote to the rulling party with their political activities

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