Difference Analysis of Political Marketing Mix in Terms of Age

Abstract

The political marketing mix creates significant effects on the preferences of voters, who are considered as consumers in the literature. The aim of this study is to reveal the differentiation created by the political marketing mix in terms of age variable. In this study, a survey containing 34 statements from the political marketing scale was applied to 464 voters before the 2023 general elections. The results were analyzed using the ANOVA method and difference analysis. As a result of the study, significant differences were reached when the participants were examined in terms of age variable. It was determined that the voters differed in the entire scale of political marketing mix and in the dimensions of political distribution, political promotion, people and physical evidences according to their age status.