Dimension Used to Measure Practice of Political Marketing | EPRDF | CUDP | ||
| Mean | Std. Dev. | Mean | Std. Dev. |
Marketing application in politics | 3.3095 | 0.70530 | 2.0411 | 0.48737 |
Requirement of marketing department for the party | 2.5887 | 1.0533 | 1.4803 | 0.50043 |
Giving lip service to the marketing concept. | 3.1855 | 0.88044 | 1.4803 | 0.50043 |
Determining customer needs work only business world | 3.7258 | 0.44701 | 3.7237 | 0.44791 |
Better plan vs. marketing strategy application | 3.7379 | 0.44066 | 1.4803 | 0.50043 |
Anticipating voter needs | 2.8537 | 0.70910 | 3.0075 | 0.49065 |
Party’s devotion at determining voters ‘needs and wants | 3.7339 | 0.44283 | 3.6184 | 0.48658 |
Party decisions should be voter oriented | 2.4355 | 1.0816 | 3.6184 | 0.48658 |
Conflicts on attempting to satisfy voter’s needs and objectives. | 3.7177 | 0.45101 | 3.6184 | 0.48658 |
The notion of being oriented on satisfying voter needs too vague | 2.4315 | 1.0814 | 3.6184 | 0.48658 |
Political objectives overriding voter needs and wants | 3.7339 | 0.44283 | 1.4803 | 0.50043 |
Determining the needs and wants is a philosophy of the party | 2.3468 | 0.96114 | 3.6184 | 0.48658 |
Determining voter’s needs increase political commitment | 1.5766 | 0.50321 | 1.4803 | 0.50043 |
The voter as a consumer | 2.0726 | 49570 | 2.0148 | 0.49679 |
Managing gap between consumer expectation and perceptions | 1.5726 | 0.49570 | 3.6184 | 0.48658 |
Managing gap on quality specifications and service delivery. | 1.5726 | 0.49570 | 1.4803 | 0.50043 |
Managing gap on perceptions and quality specifications. | 3.5726 | 0.49570 | 1.4803 | 0.50043 |
Managing gaps of service delivery and external communications. | 1.5726 | 0.49570 | 1.4803 | 0.50043 |
Marketing research and intelligence application in politics | 2.5282 | 0.5570 | 1.4803 | 0.52004 |
The party conducts market intelligence | 1.5726 | 0.49570 | 1.4803 | 0.50043 |
Surveying to find out what electoral services will need | 1.5726 | 0.49570 | 1.4803 | 0.50043 |
Survey to assess quality of policy and performance on post election | 3.3992 | 0.74061 | 1.4803 | 0.50043 |
Degree of responses to the research output | 3.5685 | 0.49628 | 1.4803 | 0.50043 |
Political communication | 3.0754 | 0.57870 | 2.7020 | 0.49250 |
The party understands the important of promotion | 3.5685 | 0.49628 | 3.6184 | 0.48658 |
The party has alternative promotional strategies | 3.5645 | 0.49682 | 3.6184 | 0.48658 |
The party is effective on implementation of strategies | 3.5524 | 0.49825 | 1.4803 | 0.50043 |
The party communication designed to persuade voters | 2.2863 | 1.06218 | 1.4803 | 0.50043 |
The party appear united and professional in the campaign to voters | 3.4879 | 0.50086 | 3.6184 | 0.48657 |
The party tends to eschew or avoid full-scale communication | 3.4960 | 0.50099 | 1.4803 | 0.50043 |
The party campaign is informed by market intelligence and targeted | 1.5726 | 0.49570 | 3.6184 | 0.48658 |
Market segmentation and targeting | 3.5802 | 0.49660 | 1.4803 | 0.50043 |
The party members Understanding the use of distribution | 3.5040 | 0.51690 | 1.4803 | 0.50043 |
The party member know Existence of segmentation strategy | 3.6184 | 0.48658 | 1.4803 | 0.50043 |
Implementation of segmentation strategies | 3.6184 | 0.48658 | 1.4803 | 0.50043 |
Candidate positioning and image management | 2.8166 | 0.49177 | 2.5493 | 0.49350 |
The party builds the overall party image | 2.5494 | 0.49351 | 3.6184 | 0.48658 |