The purpose of political marketing is to determine the wishes and needs of the voters correctly, to create and implement policies for the voters, and ultimately to create voter loyalty in the political process.

It is extremely important for political parties to stand out by being different from their competitors, especially in societies with a developed democracy culture where the second party in the elections is deemed to have lost the elections, regardless of the number of votes it receives.

When we probe our memories a little, many political parties

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We see that, because of the inability to respond to the demands and needs of the voters, it cannot have the power of being in power, which is its ultimate goal, and is permanently deleted from the political market over time.

It should be underlined how important the election is in order to be in power. Today, political parties have realized that it is not possible to win elections without recognizing the electorate and defining their demographic characteristics, so many political parties have turned to get support from professional campaign companies in their election campaigns.

In addition, they shape their policies and promises with the regular political market researches they carry out to recognize the needs and desires of the voters. Political party leaders, candidates and party organizations, each of which is a brand, are trying to reach their voters by using all means of communication.

It has become difficult to be positioned in the minds of voters without having a certain brand image. Studies show that in recent years, voters have become more important to the party leader, his actions and the image element in voting behavior than ideologies. In this context, it is important to understand the position of the factors related to the brand in the minds of the voters.

We carried out a field study covering 400 voters in Gaziantep in order to depict the positioning map of political parties in the minds of voters. The desire to minimize time and cost factors and to reach heterogeneous masses led us to collect data in crowded areas of the city.

The purpose of the study; The aim was to illustrate how the 4 political parties (AK Party, CHP, MHP, HDP) that won the right to represent in the parliament by passing the election threshold in the last parliamentary general elections held in the last parliamentary elections were positioned in the minds of the voters and to provide the political parties, which are the implementing actors of political marketing, the opportunity to get to know the electorate better in the policy and promise making process. Of course, the results of the study cannot be generalized for all provinces, but we think that it will provide important clues to political parties in terms of getting to know the voters of Gaziantep, which is one of the largest metropolitan cities in Turkey and whose number of voters increases every year.

Study results

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provided us with striking findings about the positions of political parties in the minds of voters.

Ak Party, which is currently the ruling party in terms of political brand awareness, is at an important level of awareness. As a result of the unaided reminder test for voters, the first political party that came to mind was Ak Parti (45%). It has recognition at the level of CHP (23.5%), MHP (16.8%) and HDP (7%).

In addition, in terms of party loyalty, Ak Parti (92.4%) seems to have a more loyal electorate compared to other parties. Although the results of the study show that CHP (78.3%), MHP (82.2%) and HDP (69.2%) voters are generally loyal to their parties, it is seen that the Ak Parti is the most loyal voter mass to their party.

Of the 180 voters who participated in the research and voted for the Ak Parti, 84 are women and 96 are men. 52 of the 94 CHP voters are women and 42 are men. On the other hand, 47 of the 67 MHP voters are men and 20 are women, while 19 of the 28 voters who voted for HDP are men and 9 are women. As can be seen, considering the votes received by other political parties, apart from the CHP, it is seen that they are more preferred by male voters.

When looking at age groups, voters between the ages of 18-29 voted more for the Ak Parti in the 2015 general elections, while those between the ages of 30-39 voted more for the CHP and MHP. Among the votes cast by single people in marital status, Ak Party takes the first place, followed by CHP and MHP. At the educational level, the AK Party has a clear advantage.

As a result of the findings regarding the factors that have an effect on the people participating in the research while choosing a political party, it is seen that the majority of the voters evaluate the importance of the criteria as high. Particularly, the leader of the political party and the trust in the political party appear as criteria that are considered very important. Then, the compliance of the political party with the expectations and its actions seem very important in the eyes of the voters. The least important criterion is the promotion and advertisements offered by the political party to its voters. The results of the research highlight the trust in the political party and the determining feature of the political party leader in voting behavior.

In terms of brand recall analysis