ABSTRACT

The study examined the role of political marketing and communication strategy on achieving sustainable democracy and good governance in Abia State. It study investigated the effect of the socioeconomic characteristics of both the respondents in designing political marketing and communications strategies; and how these can enhance political competitive advantage. Other specific objectives were to: analyze the socioeconomic characteristics of the voters respondents; ascertain the influence of the socioeconomic characteristics of the voters in designing political marketing communication strategies; examine the effect of political market segmentation in the designing political marketing communications strategies; ascertain the effect of political marketing communication strategies in influencing voters behavior; ascertain the political marketing strategies used to achieve competitive advantage in political marketing; analyze the effect of good governance in achieving citizen's welfare and to make recommendations based on findings. The sample size.. used for the study was 600. This was determined through a multistage random sampling technique; where 40 households selected 15 local government areas, of 5 autonomous communities from an LGA in one each of the senatorial zones of the state . Data were collected through the use of structured questionnaire designed in Likert form. Which were analyzed with descriptive statistics, correlation and multiple regression models. Findings of the study from multiple regression model showed that age was, educational level household size and years of experience were significant at 5% probability level and positively affect the designing of political marketing communications strategy. Sex was significant at 5% and negatively affects political marketing communication strategies. Income was significant at 10% and positively affects the political marketing communications strategies. Source of funding was significant at 5% but negatively affects designing of political marketing strategy in Abia State. Findings also showed that there is positive relationship between ix political marketing and good governance, with the mean score of the citizen's welfare of 2.68, which is greater than the average mean score of 2.0. The mean score of political marketing strategy was 2.93 which is above the average mean score of 2.0. Further the mean score of the offensive and defeisive strategies are above the average mean score of 2.0. This implies that there is positive relationship between political marketing strategies and competitive advantage. The study recommended that it is important that we adopt political marketing and communications strategy in Abia State. The socio economic characteristics of the voters should be considered. The income, household size, early marriage, and educational level of the respondents should be improved upon. The import of the above recommendation is that the political marketing strategist should endeavor to understand the influence of these factors and design the political marketing communication mix elements and promotional strategies to meet with the peculiarities of the groups (segments). Such will influence their choice of candidate and voting behavior, not only during elections, but as input for influencing their opinion during public policies.