A research study on the marketing strategies used by
theAam Aadmi Party
for Delhi Assembly Elections.
Background of AAP
• The origin of the AAP can be traced to a difference of opinion between Arvind Kejriwal and Anna Hazare, social activists a strand of the anti-corruption movement for Jan Lokpal Bill that had gained momentum in India during 2011-12 • Hazare had wanted to keep the movement politically neutral but
Kejriwal considered that direct involvement in politics was necessary. A survey conducted by the India Against Corrpution organisation using social networking services had indicated that there was wide support for politicisation.
Background of AAP
• Hazare and Kejriwal agreed on 19 September 2012 that their differences regarding a role in politics were irreconcilable.. On 2 October, Kejriwal announced that he was forming a political party and that he intended the formal launch to be on 26 November, coinciding with the anniversary of India's adoption of its constitution in 1949
Background of AAP
• The 2013 Delhi state assembly elections were the party's first electoral contest. The Election Commission approved the symbol of a "broom" for use by the AAP in that campaign.• The party said that its candidates were honest and had been
screened for potential criminal backgrounds.• The AAP published its central manifesto on 20 November 2013,
promising to implement the Jan Lokpal Bill within 15 days of coming to power
Background of AAP
• AAP emerged as the second-largest party in Delhi winning 28 of the 70 Assembly seats. the Bharatiya Janata Party as the single-largest party won 31 while its ally SAD won 1, Indian National Congress won 8 and two were won by others. • On 28 December 2013, the AAP formed a minority government in the
hung Assembly, with what Sheila Dikshit describes as "not unconditional" support from Indian National Congress.• Arvind Kejriwal became the second-youngest Chief Minister of Delhi
Objectives of the study
Objectives of the study
• To precisely study the marketing strategies of AAP
• The evaluate extend to which these strategies succeeded in the last elections
• To evaluate perception of different class of people about the 49 day long government, and to segregate and determine the real support base of the party
• 4. To find out if this strategy would practically work in the upcoming Lok sabha elections, which the party is eyeing
Objectives of the study
• Used a combination of Exploratory and Descriptive Research techniques. Focus was more on qualitative aspect, so exploratory research was used to the maximum extent
• For the purpose, focus groups, case analysis and depth interviews were taken.
• Sample size of 335 was used
Objectives of the study
• 73 respondents were online, which accounted for 21.8% of total respondents
• All the respondents were based in Delhi’s various constituencies
• Locations shown below
Focus Groups and Analysis
• Focus groups
• 1. Two cordial upper class groups of total size 12, who visited Radisson Blu pub on 01/03/2014
• 2. A group of 23 policemen (5 officers and 18 OR), posted at Delhi Police Headquarters, Vikram Nagar at 24/02/2014
Performance of AAP Government as perceived by Delhi Police personnel
Extremly Good Good Neutral Apprehensive Extremly Dubious
Delhi Police Perception of Government Civilian Perception of the Government
Apprehensive or extremly dubious Others
Sample response
Focus Group 1
0 10 20 30 40 50 60 70 80 90 100
Focus group 1 Vis a Vis Sample response on curtailing FDI in the UT of Delhi
Column1 Do not support curtailing FDI Supports curtailing FDI
Voter Demographics
First Time voter Repeater
Impact of AAP in getting enrolled as voter
Extremly High and high Neutral Low and Very low
Corp(Urban) 58 Corp (Semi Urban)128
Cantonment (49) Rural(Panchayat) 70
Total sample size of 305
Extremly good Good Neutral Apprehensive Extremly dubious 0
20
40
60
80
100
120
140
Opinion of formation of AAP as a political party back in 2012
Close
Presence of AAP in Online Social Media
Known Unknown
Sbuscription status to news feeds90
95
100
105
110
115Subscription Status to the news feeds of AAP online
Subscribed Not subscribed Column1
Perception of Candidates
0 20 40 60 80 100 120 140 160 180
Public Perception about the candidates fielded by AAP
Extremly Dubious Apprehensive Neutral Good Extremly Good
Awareness of AAP candidates in the constituency
Aware of AAP candidates Not aware
Source of awareness of candidates
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source of awareness of AAP candidates by public
Newspaper ads Online Campaigns Posters Word of Mouth
Did the performance of the present Union Government had an impact on the outcome of the Delhi Assembly Polls?
Yes No Cant Say
Performance of the current Union government
Extremly good Good Neutral Apprehensive Extremly dubious
Decision to compete in Delhi Assembly polls
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Public Perception about AAP competing in 2013 Delhi Elections
Extremly Good Good Neutral Apprehensive Extremly dubious
Expected number of seats to be won by AAP before 2013 election results
0
20
40
60
80
100
120
140
160
Expected number of seats to be won by AAP before 2013 election result announcement
>35 25-35 15-25 May-15 <5
Do you think he uage of high tech methods like SMS registration has helped in the campaigning of AAP?
Yes No Cant Say
Does the populist measures taken by the AAP prove effective in the
long run?Yes- 82 respondents (26.2%)
No- 197 respondents (63.1%)
Cant Say- 26 respondents (8.5%)
Opinion on full statehood for Delhi
Yes No Cant Say
Poll Promise implementation0
20
40
60
80
100
120
140
Poll Promise Implementation of AAP Government
Extremly Good Good Neutral Apprehensive Extremly dubious
Do you support the government initiative to curtail FDI in Delhi?
Yes No Cant Say
Performance of the 49 day AAP government
Extremly Good Good Neutral Apprehensive Extremly dubious
>40000
25000-40000
10000-25000
<10000
0 20 40 60 80 100 120
Income group of respondents
Column2 Column1 Income group
Cross tabulation:
Impact of Union Government on Delhi PollsVs
Performance of Union Government
Performance of Present Union govt
Total
Extremly Good Good Neutral Bad Extremly Dubious
Impact of union government
Yes 18 25 75 78 16 212
No 0 0 2 1 0 3
Total 18 25 77 79 16 215
Inference: Impact of Union Government on Delhi polls and performance of Union Government
• Yes : Bad
• No : Neutral
Cross tabulation:
Income Group Vs
Performance of Government
Count
Performance of Govt
TotalExtremly Good Good Neutral Apprehensive
Extremly Apprehensive
Income group
More than 40000 PM 0 1 37 49 8 95
25000-40000 0 10 58 36 0 104
10000-25000 8 34 6 3 0 51
<10000 21 30 3 1 0 55
Total 29 75 104 89 8 305
Inference:Income Group and Performance of Government• More than Rs 40000 : Apprehensive
• Rs 25000- 40000 : Neutral
• Rs 10000- 25000 : Good
• Less than Rs 10000 : Good
Cross tabulation:
Income Group Vs
Rating the implementation of Poll Promises
Rating the implementation of poll promises
TotalExtremly Good Good Neutral Apprehensive
Extremly Apprehensive
Income group
More than 40000 PM 10 37 36 7 5 95
25000-40000 7 38 35 15 9 104
10000-25000 7 33 4 3 4 51
<10000 9 25 11 5 5 55
Total 33 133 86 30 23 305
Inference:Income Group and Rating the implementation of Poll Promises
• More than Rs 40000 : Good ~ Neutral
• Rs 25000- 40000 : Good ~ Neutral
• Rs 10000- 25000 : Good
• Less than Rs 10000 : Good
Cross tabulation:
Income Group Vs
Logic in Curtailing FDI
Logic in curtailing FDITotal
Yes No Cant Say
Income group
More than 40000 PM
8 85 2 95
25000-4000011 90 3 104
10000-2500030 16 5 51
<1000043 12 0 55
Total 92 203 10 305
Inference:Income Group and Rating the implementation of Poll Promises
• More than Rs 40000 : No
• Rs 25000- 40000 : No
• Rs 10000- 25000 : Yes
• Less than Rs 10000 : Yes
Cross tabulation:
Decision to contest in 2013 Elections Vs
Expected number of seats by AAP
Expected no of seats by AAP in 2013
Totalmore than 35 25-35 15-25 5-15 less than 5
Decision to contest in 2013 election
Extremly Good
2 10 30 21 1 64
Good2 10 63 49 2 126
Neutral2 10 30 25 0 67
Apprehensive0 2 14 16 0 32
Extremly Apprehensive
0 3 10 3 0 16
Total 6 35 147 114 3 305
Inference: Decision to contest in 2013 Elections and Expected number of seats by AAP prior to elections.
• Extremely Good: 15- 25
• Good : 15- 25
• Neutral : 15-25
• Apprehensive: 5- 15
• Extremely Apprehensive: 15-25
Cross tabulation:
Perception of Quality of candidates fielded by AAP
VsExpected number of seats by AAP
Expected no of seats by AAP in 2013
Totalmore than 35 25-35 15-25 5-15 less than 5
Preception of the quality of Candidates fielded by AAP
Extremly Good 0 6 32 16 0 54
Good 5 23 69 54 3 154
Neutral 1 6 39 27 0 73
Apprehensivw 0 0 7 11 0 18
Extremly Apprehensive 0 0 0 6 0 6
Total 6 35 147 114 3 305
Inference: Perception of Quality of candidates fielded by AAP and Expected number of seats by AAP
• Extremely Good: 15- 25
• Good : 15- 25
• Neutral : 15-25
• Apprehensive: 5- 15
• Extremely Apprehensive: 15-25
Limitations
LIMITATIONS
• Reasonably small sample size, cannot be generalized for the entire population
• Possible cooperation problems
• Difficult to understand the language(English) of the questionnaire by low income group
• Cannot give 100% accurate results
• Time consuming
• Not familiar with the terms and phrases used in the questionnaire
• Biasness of the respondents
• Difficulty in choosing the right option for various questions
Conclusion
CONCLUSION
• Lower income group supported the party and its ideas.• A majority of the high income group also did not supported the party• Government Departments considered the performance of the party
to be apprehensive• Youth supported the party and considered the performance of the
government to be extremely good• Online marketing strategies played a vital role in AAP’s marketing
strategies.• Opinion of full statehood for the UT of Delhi divided
Thank you
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