A FIELD RESEARCH ON THE ANALYSIS OF VOTERS POLITICAL TRUST PERCEPTIONS AS A MARKETING TOOL

The developments in the culture of democracy have led to shaping of activities in politics and political parties from a marketing point of view. Therefore the concept of political marketing has become a new field of study both for academicians and professionals. The aim of this study is to investigate whether demographic and socio-cultural characteristics of voters differed in their perceptions of political trust. The data, which collected through face-to-face surveys conducted with 574 participants, were analyzed statistically using SPSS package program. According to the analysis results, hypotheses which argue that the confidence variable, which is one of the three factors that constitute the trust perceptions of voters, differs according to age groups, education levels, professional groups and political views were accepted. Also hypotheses which argue that ‘doing non-political works' variable that is another factor, differs according to education levels, income levels, and occupational groups were accepted, while the other hypotheses were rejected. The communication variable did not differ in term of any characteristic of the participants. Given the limited work on this topic, the findings of the research which were conceptually in accordance with the previous results, show that this study has made considerable contributions to the literature.