This thesis examines the marketing strategies of dominant political parties in Nigeria with focus on 2003 General Elections. The broad objective of the research is to examine whether contemporary political parties in Nigeria are market-oriented organisations; and whether marketing offers a solution to the current democratic challenges in Nigeria. The study employed the survey method of research in which the data required for the study were generated through the instruments of questionnaire, and in-depth interviews. Four dominant political parties were selected out of thirty political parties that participated in the 2003 General Elections, and their electorates. Quota and stratified sampling techniques were mostly used in their selection; and a sample of 800 respondents was considered. In other words, eight hundred (800) copies of questionnaire were administered and six hundred and twenty six (626) were returned; out of which five hundred and ninety eight (598) were found to be usable. The answers to the returned questionnaire formed the data which were analyzed with tables, frequencies, percentages, ANOVA and chi-square to crystallize the findings. The findings indicate that 52% of electoral success in Nigeria is determined by marketing strategies while the remaining 48% is ascribable to anti-democratic forces like state power, godfatherism, etc. This is largely due to poor perception of the role of marketing strategies in politics. It was further found that Nigerian political parties are product and sales oriented in their marketing strategies as against the market- oriented approach of advanced democracies (e.g U.S.A). This accounts for ineffectiveness of parties, leading to waning interest and sporadic hostilities in Nigerian politics. Based on these findings, it is recommended, among other things, that parties should be voter-focused and responsive to the needs of the electorates.
TABLE OF CONTENTS Certification - - - - - iii Declaration - - - - - .…. iv Dedication - - - - - .…. v Acknowledgements - - - - …. vi-ix Abstract… - - - - - ..…. x Table of Contents - - - - - xi List of Tables - - - - - .… xv List of Appendices - - - - ..… xvi List of Figures - - - - - xvii List of Charts - - - - - .. xviii
CHAPTER ONE: Introduction 1.1 Background of the Study - - - - 1 1.2 Statement of Research Problem - - - .….. 3 1.3 Research Objectives - - - - .. 4 1.4 Research Questions - - - - .. 5 1.5 Research Hypotheses - - - - . 5 1.6 Significance of the Study - - - - . 6 1.7 Sources of Data - - - - ..….. 8 1.8 Scope and limitation of the Study - - - .. …. 8 1.9 Outline of Chapters - - - - .… 9 1.10 Operationalization of Research construct into Variables - ..… 9 1.11 Definition of Terms - - - - .….. 10 References - - - - ..… 13
CHAPTER TWO: Literature Review. 2.0 Conceptual Framework - - - - . 15 2.1 Introduction - - - - - . 15 2.1.1a 2003 general elections: an overview - - - .…. 16 2.1.1b The Concept of Strategy and Dimensions - - - .. 24 2.1.2 Competitive Marketing Strategy - - - . 21 2.1.3 Element of marketing in electoral Politics - - - . 32 2.1.4 Election and Electoral System - - - …. 34 2.1.5 Political Parties - - - - … 37 2.2 Theoretical Framework - - - - . 38 2.2.1 Relationship Marketing Theory - - - … 39 2.2.2 Game Theory - - - - .. 47 2.2.3 Political Marketing Theory - - - - 49 2.2.4 Propaganda Theory - .… - - - . 50 2.2.5 Marketing Mix Management Theory - - - 55 2.2.6 Resource Base Theory - - - - . 66 2.2.7 Role Theory - - - - .. 77 2.2.8 Perception Theory - - - - 80 2.2.9 Efficiency Theory - - - - . 86 2.3 Empirical Framework - - - - .
