University Links: Home Page | Site Map
Covenant University Repository

Electorates' Rating of Political Marketing Effectiveness in Nigeria

Worlu, Rowland E.K. (2010) Electorates' Rating of Political Marketing Effectiveness in Nigeria. An International Journal of Sociology, 1 (1). pp. 1-21.

[img] PDF
Download (12MB)


In political marketing literature, there appears to be two main streams of research on the determinants of a political party's effectiveness. One is based on the economic tradition which stresses the importance of external marketing factors. The other stream buitds on the behavioural and sociological paradigms of marketing strategies as the prime determinants of effectiveness. It is in this · sense that this paper identifies asymmet;ries among political parties within a democracy as acting to limit the contraction of differentials and equalization of votes which constitute the basic tool provided for the electorate to indicate their preferences for the marketing approach of political parties. Thus, the objective of this paper is to determine from the viewpoint of the electorate the effectiveness of marketing strategies in enhancing the competitiveness of Nigerian political parties. In pursuit of this goal, Nigeria was stratified into seven clusters (including Abuja) for the purpose of generating data through quota sampling techniques. 400 copies of the questionnaire were administered on the electorates in these clusters, and their responses constituted the data which were analyzed to crystallize the findings. The findings show that the leading People's Democratic (PDP) Party (PDP) was the most effective on each of the criteria used. This does not mean that the party conformed to the best practices in democratic culture. It is therefore recommended that they should seek to comply with the best practices in democratic culture such as internal democracy.

Item Type: Article
Uncontrolled Keywords: Electorate, Political parties, Marketing Effectiveness, Democracy, Election
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Mr Solomon Bayoko
Date Deposited: 06 Dec 2014 10:41
Last Modified: 06 Dec 2014 10:41

Actions (login required)

View Item View Item