Why did I Prefer to Vote for my Political Party ?

The case study revolves around discussions by a group of students of a popular university in a cafeteria. State elections in Uttar Pradesh had just finished and students were wondering as to how the election results were against their pre-conceived notions. They were discussing about the reasons as to why they voted for their preferred political party as first-time voters. Overall, this case study purports to assess the impact of political parties‟ branding on voters‟ decision-making. The case study seeks to raise three concerns: how does political parties‟ branding influence voters‟ decision-making? what are the key factors which influence a voter in decision-making process?, and why is psychology so different in a multi-party system in developing economies‟ contexts? A consumer-oriented approach is developed for assessing the impact of political parties‟ branding on voters‟ decisionmaking. It is concluded that voters‟ decision-making is influenced by the political parties‟ branding initiatives.