Abstract:

The main goal of political parties and candidates, who often encounter the voters during the election period and after, is achieve the highest votes with the lowest price. During this period that the choice of voter is getting indecisive and the importance of ideologies is losing with the effect of globalization, it is seen that there are also many similarities in rhetoric and propaganda of political parties. This competition fact caused by these similarities, made it necessary to be stand out with a great different efforts regarding the reaching the highest potential votes of the leaders of political parties or candidates and thereby winning the election. In this study, the efforts and workings of political parties performed during the election period or before were examined as applied in regards to political marketing so that political parties achieve higher ratings to influence the choices of the voters towards their own ideas. In this context, the voting habits of the students educated in Dicle University, Faculty of Economics and Administrative Sciences Department of Business Administration and the role of political marketing tools in formation of political preferences were analyzed statistically. For this research, 240 students were selected from nearly 1590 students educated in Faculty of Economics and Administrative Sciences Department of Business Administration at Academic year 2013-2014 spring semesters. Convenience sampling method is used in the study. Required data has been obtained from these students with face-to-face survey method and attempted to determine the student’s opinions. The data obtained as a result of the research was analyzed with statistical analysis such as frequency, correlation analysis and factor analysis.

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