AN EXPLORATIVE STUDY ON POLITICAL MARKETING IN WESTERN ORISSA
Author: DR. SRINIBASH DASH, SRI SISIR RANJAN DASH
Category: Human Resource Management
Abstract:
Following the Orissa State Assembly Election in 2009, the Naveen Patnaik led Biju Janata Dal (BJD) came to power for the third consecutive time. During its tenure in the state the BJD led government has done
tremendous developmental works characterized by many positive trends like industrialization,
infrastructural development, expansion of education, poverty alleviation, peace and stability etc. But how do the
ordinary Odia citizens view them? This study makes an humble attempt to explore the perceptions of citizens of
Western Odisha towards the performance of BJD led government in the state basis various predefined parameters
and identify the factors influencing the citizens' voting decisions. The study is expected to give a new political
direction to the present government in the state.
Keywords: Political Marketing, Factor Analysis, Principal Component Analysis, Varimax Rotation.
