Assembly Elections 2009: A Marketer's Perspective

I am home and just returned from the voting booth. I did not vote for a particular candidate or a party. The only reason I voted was that I wanted to feel the sense of responsibility. Being a responsible citizen, its my responsibility to vote.

As a marketer if I think of this issue from the perspective of a customer, going for vote is like going to market for purchasing a product. Comparing to my case, the customer does not really want any particular brand. He even is not very enthusiastic about purchasing a product. But it was made mandatory to him to purchase something. And this mandate was the sense of responsibility he wanted to experience.

Comparing to the real situation of purchasing a product, customer goes to market because she wants the product. Here the motivation is the ‘need’. But when I went for voting, the motivation was the ‘responsibility’.

It is the responsibility of the democracy to change this motivation from ‘responsibility’ to ‘need’. Need to bring the government the voter wants. We can compare here the ‘democracy’ with ‘industry’. E.g. It’s the responsibility of ‘Skin Care’ products industry to create the ‘need’ to use skin care products in the mind of the customer.

It is also the responsibility of the different political parties to change the motivation form ‘responsibility’ to ‘need’. Need to vote to bring that particular political party in the power. We can compare here the ‘Political Party’ with ‘Brand’. E.g. It’s the responsibility of ‘Garnier’ to create the ‘need’ to use their skin care products in the mind of the customer.

I think the political parties in Maharashtra were hardly able to do so. A dismal 60% voters turnout explains everything.