An Exploratory Research on Political Market Segmentation

The purpose of this study is to answer the question: “is market segmentation an appropriate method for understanding the behaviour of voter?” in this context a qualitative research was used for determining the effective factors on voter decisions. the purpose of following quantitative research is to segment the political market by post hoc segmentation and analyze the profiles of market segments. according to these purposes data was collected from 1242 voters in 10 cities by a questionnaire. factor and cluster analysis were applied to data. the results show that there are four voter segments. these segments are named as utilitarian voter, nonchalant voter, decided voter and innovative voter according to their characteristics.