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