AUDIENCE PSYCHOLOGICAL PROFILING OF POLITICALLY INCLINED STUDENTS OF HIGHER EDUCATION

Authors

  • RACHIN SURI, RAHUL HAKHU

Abstract

Psychology in marketing is all about understanding the correct target audience in order to endure
efforts in the right direction. Knowing the audience profile that connects better to the marketing
of a certain type of political agenda or campaign can help improve the cost effectiveness. The
growing cynicisms towards the politicians have come to rest since 2014 elections. The political
marketing successful formula decoded by the researchers is to be given credit for it. The citizens
of the nation trust and believe in the political ability of the country in the present scenario. In this
research the population chosen was the ones which are currently enrolled in the higher education
system in Haryana. Understanding the particulars of the research population on political
marketing was aimed. Audience profiling of a sample of 512 students of higher education from
various universities in Haryana was aimed. Cluster analysis and ANOVA were applied on the
data and the demographic profiles prior and post were compared. The results came out also
pointed to the fact that psychographics are a stronger base for segmenting than Demographics
any day. Further, the keystone of the study is also to validate Survey based results through a
Case Study done for Extracted Cluster i.e.140 students of higher education from various
universities in Haryana respectively.

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Published

2020-12-02

How to Cite

RACHIN SURI, RAHUL HAKHU. (2020). AUDIENCE PSYCHOLOGICAL PROFILING OF POLITICALLY INCLINED STUDENTS OF HIGHER EDUCATION. PalArch’s Journal of Archaeology of Egypt / Egyptology, 17(6), 5640 - 5655. Retrieved from http://mail.palarch.nl/index.php/jae/article/view/1836