Comportamiento del consumidor político: un análisis del electorado andaluz
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2019-07
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Jaén: Universidad de Jaén
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[ES] En la actualidad, el marketing político es una herramienta fundamental para vender a una formación política, incluido su candidato y su programa electoral. Para poder llevar a cabo este proceso de venta, hay que determinar un plan de marketing, en el que se ponen en práctica una serie de técnicas de venta, llevadas a cabo mediante la comunicación política la cual se pone en práctica a través de las nuevas tecnologías de la información. Además, para poder extraer conclusiones y conocer a fondo el mercado político, este trabajo se ha centrado en el comportamiento del consumidor político en Andalucía, comunidad de la que se ha realizado, en primer lugar, un análisis de su situación económica y política en los últimos años, y en segundo lugar, se ha llevado a cabo un estudio en profundidad del comportamiento electoral de los votantes mediante un análisis de correspondencias, del cual se han extraído las correspondientes conclusiones.
[EN] Nowadays, political marketing is a fundamental tool to sell to a political formation, including its candidate and its electoral program. In order to carry out this sales process, we must determine a marketing plan, in which a series of sales techniques are implemented, carried out through political communication which is put into practice through the new information technology. In addition, in order to draw conclusions and know the political market in depth, this work has focused on the behavior of political consumers in Andalusia, a community from which, in the first place, an analysis of their economic and political situation has been carried out. In recent years, and in the second place, an in-depth study of voters' voting behavior has been carried out through correspondence analysis, from which the corresponding conclusions have been drawn.
[EN] Nowadays, political marketing is a fundamental tool to sell to a political formation, including its candidate and its electoral program. In order to carry out this sales process, we must determine a marketing plan, in which a series of sales techniques are implemented, carried out through political communication which is put into practice through the new information technology. In addition, in order to draw conclusions and know the political market in depth, this work has focused on the behavior of political consumers in Andalusia, a community from which, in the first place, an analysis of their economic and political situation has been carried out. In recent years, and in the second place, an in-depth study of voters' voting behavior has been carried out through correspondence analysis, from which the corresponding conclusions have been drawn.