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Political Branding In India: Brand BJPGROUP 6
ADITYA MAHADEV PRAKASH
LEELA KRISHNA A
NIKHIL DARAK
RAHUL GUPTA
SUDHEENDER S
Problem Statement
COMPONENTS OF MR PROBLEM
Factors influencing inclination to vote for a political party Perception of the party
MARKETING RESEARCH PROBLEMDetermine factors that influence urban youth voters’ inclination to vote for a political party
Perception of Brand BJP vis-à-vis other political parties on the above determined factors
MANAGEMENT DECISION PROBLEMHow should BJP position itself in the minds of the urban youth to secure their votes in the 2014 Lok Sabha elections?
Exploratory Research : BCM
Inferences• Party leaders are very important
for BJP – Primary Associations • BJP is strongly associated with RSS
and the Hindutva ideology
• Any association to development and better governance is only at the secondary level and through a leader
Strategy of placing leaders known for development before the party has penetrated the psyche of the urban youth
Exploratory Research: Secondary Data
Key Secondary Data Facts
35% of the total eligible voters in the upcoming elections will belong to the age group of 30 years and below. 47% if we define youth as 35 and below.
Approximately 90,000 first time voters, in the age group of 18 to 22 will be eligible to vote in each of the Lok Sabha constituencies
According to a representative survey conducted by India Today, more than 47% wanted Narendra Modi as their next Prime Minister
The number of like for Narendra Modi’s page on Facebook (11.1m) is greater than that of Arvind Kejriwal (4.6m), BJP(2.5m), INC(2m), AAP(1.6m) and Rahul Gandhi(0.3m) combined
According to a recent poll conducted by the Times Now-C Voter group, the NDA led by the BJP is poised to capture 227 seats of the 543 seats available in the Lok Sabha.
Exploratory Research: Focus Groups
Selection Factors
• Clean and Intellectual Leadership
• Vision of the party
• Declaration of PM candidate
• Inclusion, Experience at the national level
Media Channels
• Presence on the web and social media platforms
• Newspaper and Electronic Media important as well
Attributes of a leader
• Team-Player• Proven Track Record
• Pro-development
Attributes of a Voter
• Aware of political parties and their agenda
• Aware of social and national issues
• Unbiased towards caste, language and religion
Exploratory Research: In-Depth Interviews
Motivators to Vote for a Party
Good Infrastructure
Development
Anti-Corruption Measures
Past performance
Communication Channels
Multimedia focused
Communication
Social Media
Door-to-door Campaign
Leader
Leader before party
Absence of leader has a
negative impact
Party Ideology
Large Impact
Compensated by growth-
focused agenda
Populism
Negative impact
Exploratory Research: Projective Techniques
Urban youth have a negative perception towards the INC with issues such as dynasty politics, corruption and policy paralysis dominating the responses
BJP has a relatively better image with factors such as development, growth and lesser corruption
INC is credited with possessing an intellectual leadership team whereas the BJP is regarded as a party with internal conflicts
INC is personified as old, rich and deceitful in contrast to the BJP which seems to be regarded as a middle-aged, mature but confused individual
Hypotheses - Exploratory Research
BJP is perceived to have a pro-Hindutva agenda by urban youth
Clear leadership is important for voters to consider a party as favourable
Past performance of contesting candidate influences voting decision
Development and growth are the prime influencers for urban youth to vote for a political party
Decisive leadership is associated with BJP than Congress
BJP is considered less corrupt than Congress
Secularism is associated more with Congress than with BJP
BJP is considered more pro-development than Congress
DESCRIPTIVE RESEARCH
Survey Demographics
Andhr
a Pr
ades
h
Assam
Chhat
tisga
rh Goa
Harya
na
Jam
mu
and
Kash
mir
Karn
atak
a
Mad
hya
Prad
esh
Man
ipur
Mizo
ram
Oris
sa
Rajas
than
Tam
il Nad
u
Uttar P
rade
sh
Wes
t Ben
gal
0
10
2018
0 1 2 0 2 0 1 1 0 0 1
17
3 1
15
0 0 0 0 1 1 1 0
11
03
03
State-Wise Distribution
Male
82%
Female
18%
Gender
18 - 2326%
24 - 2872%
29 - 331%
34 and above1%
Age Groups
18 - 23 24 - 28 29 - 33 34 and above
Factor Analysis
Factor 1 : Maturity of the party
Factor 2: Hygiene of the party
Factor 3: Image of the party
Factor 4: Inclusivity of the party
Qualified leadership team
Non Corrupt Decisive leadership
Minority Inclusion
Declaration of PM candidate
Secular Party Ideology Pro poor policies
Amicable foreign policies
Pro development
Past Government performance
Focus on rural development
Experience at the national level
Rotated Component Matrixa
Component
1 2 3 4
Non-Corrupt .022 .711 -.122 -.074
Secular .078 .755 .171 .323
Minority Inclusion -.135 .449 .393 .571
Pro-poor policies .047 .099 -.170 .738
Pro-development .258 -.490 .366 .068
Decisive Leadership .041 -.157 .745 .133
Qualified Leadership Team .562 -.050 .153 .020
Party Ideology .399 .428 .456 -.009
Past Governance
Performance
.251 .067 .705 -.172
Declaration of PM candidate .746 -.085 .187 -.153
Amicable Foreign Policies .764 -.016 -.095 .252
Experience at the National
Level
.636 .143 .122 .173
Focus on Rural Development .193 -.089 .083 .664
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
Reliability Measures
KMO 0.673
Bartlett’s Test of Sphericity
0.000 (Significance)
BJP v/s the Ideal Party
Findings• BJP does well on 2 of the four factors and has a favourable image as well• The Hygiene factors are an area of concern particularly the Non-Corrupt and Secular
variables for BJP
Factor I Factor II Factor III Factor IV
Qualified Leadership Team
Declaration of PM Candidate
Amicable Foreign Policies
Experience at National Level Non-Corrupt Secular Pro-Development
Decisive Leadership
Party Ideology
Past Governance Performance
Minority Inclusion
Pro-poor policies
BJP 4.03 4.11 3.79 4.05 2.71 2.87 4.29 4.34 3.53 3.82 3.32 3.61
3.99 3.29 3.89 3.46
Ideal 4.61 3.48 3.93 3.93 4.63 4.20 4.67 4.67 3.68 3.98 3.39 3.63
3.98 4.50 4.11 3.51
BJP v/s AAP
Factor I Factor II Factor III Factor IV
Qualified Leadership Team
Declaration of PM Candidate
Amicable Foreign Policies
Experience at National Level Non-Corrupt Secular Pro-Development
Decisive Leadership Party Ideology
Past Governance Performance
Minority Inclusion Pro-poor policies
BJP 4.03 4.11 3.79 4.05 2.71 2.87 4.29 4.34 3.53 3.82 3.32 3.61
3.99 3.29 3.89 3.46
AAP 3.53 3.29 3.13 2.08 3.82 3.79 3.53 3.18 3.82 2.45 3.68 3.92
3.01 3.71 3.15 3.80
Findings• BJP received favourable ratings for Political Maturity and Party Image• The AAP received favourable ratings for Hygiene and Inclusivity
BJP v/s Congress
Findings• BJP loses out on the Inclusivity factor when compared to the INC• Low ratings of the INC of variables under the Image factor (Factor 3) can be attributed
to the recent scams and policy paralysis
Factor I Factor II Factor III Factor IV
Qualified Leadership Team
Declaration of PM Candidate
Amicable Foreign Policies
Experience at National Level
Non-Corrupt Secular Pro-Development
Decisive Leadership
Party Ideology
Past Governance Performance
Minority Inclusion
Pro-poor policies
BJP 3.86 4.00 3.80 3.91 2.52 2.61 4.23 4.25 3.23 3.82 3.16 3.50
3.89 3.12 3.77 3.33
Congress 2.57 2.25 3.05 3.57 1.52 2.57 2.57 2.02 2.43 2.27 3.34 3.52
2.86 2.22 2.24 3.43
Discriminant Analysis
Objective : To verify difference in perception towards different criteria across suitability to form the next government
BJP :
Decisive Leadership is the most important predictor variable
82.9 % of the cases have been correctly classified
Inference : Decisive Leadership is the most important predictor variable explaining voter’s inclination to vote for BJP while its communal is the reason voters don’t want BJP to come to power
Model is significant
Inferences
Congress
Decisive Leadership and Declaration of PM candidate are the most important predictor variables
90.9% of the cases are correctly classified
People who believed Congress to be a prospective ruling party credited its decisive leadership and declaration of PM Candidate while people who dismissed Congress for being corrupt and anti-development
AAP
Discriminant model is not significant (sig. = 0.505)
Overall the model has not been able to discriminate beyond reasonable significance supporters of AAP from non-supporters which is reflected in the low percentage of cross validation (47.4%)
Positioning of Leaders
Goodness of Fit
R-Square 0.906
Stress 0.12
Findings• Arvind Kejriwal ranks high on both
dimensions• Narendra Modi is perceived to be the
most worthy PM candidate• Rahul Gandhi perceived entirely
different from the set of leaders evaluated
Hypothesis Testing
Hypothesis Result Inference
Congress is synonymous with dynasty politics
H0 is rejected Respondents associate Congress with dynasty politics
BJP has a strong divisive Hindutva agenda H0 is rejected BJP is perceived as a right wing party
BJP is now synonymous with Narendra Modi H0 is rejected Narendra Modi has emerged as the face of BJP
Congress is truly a secular party H0 is not rejected
Urban youth does not believe Congress is truly a secular party
BJP is a dangerous communal outfit H0 is not rejected
Urban youth does not hold extreme views against BJP
Congress is Gandhi’s family party H0 is rejected Reiterates the dominance of dynasty politics in Congress
Congress resorts to vote bank politics H0 is rejected Urban youth recognises Congress’s divisive tactics
Prefer to vote for a local candidate rather than national leader from another region both competing for the same seat
H0 is rejected People prefer to vote for a candidate from their own region
Brand Attributes of National Leaders
Narendra Modi
• Visionary• Modern• Dictatorial• Earthy
Rahul Gandhi
• Confused• Unapproachable
Arvind Kejriwal
• Earthy• Dictatorial• Secular• Modern
• Rating is taken on a 7 point semantic differential scale• Mean value analysis is done to assign attribute which is closest to the leader
Research Inferences
Factor Analysis
• Variables can be grouped into 4 factors
• BJP scores low on non-corruption and secularism
Discriminant Analysis
• BJP is perceived as a strong divisive Hindutva political party
• Perceived as non-secular
Multi Dimensional
Scaling• Narendra Modi
low on public engagement as compared to Arvind Kejriwal
Parametric Test
• BJP is associated with internal party conflicts
Recommendations
Focus on voters from other religions and not just Hinduism
Build a non corrupt image by expelling corrupt leaders and engage with people on the issue of corruption
BJP’s prime ministerial candidate should increasingly focus on building public engagement
Announce pro-poor policies in its manifesto and aim for inclusion of lower sections of society
Avoid conflicts in the party going public and members should stay united for the common goal
Narendra Modi should distance himself from his dictatorial image
THANK YOU!
References
1. http://www.thehindu.com/news/national/demographic-dividend-at-its-peak/article5102093.ece2. http://www.livemint.com/Politics/F3XMazoBlhQneWqCXWWRnM/Young-India-as-a-political-
constituency.html3. http://indianexpress.com/article/india/politics/90000-per-seat-young-india-could-swing-elections-
2014/4. http://www.livemint.com/Politics/FFe0ejUdMKehcwFB5FImuL/High-voter-turnout-points-to-change-
in-urban-youth-attitudes.html5. http://timesofindia.indiatimes.com/home/specials/assembly-elections-2013/delhi-assembly-
elections/Delhi-election-2013-Young-guns-fired-up-this-poll-chief-electoral-officer-says/articleshow/26922014.cms