Still silent – political market segmentation and the case of ethnic women

Gardner, Hanne and Rees, Patricia L. (2005) Still silent – political market segmentation and the case of ethnic women. Journal of marketing management, 21 (9). pp. 1161-1178. ISSN 0267-257X

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Abstract

This paper considers not only the nature of segmentation, but in particular political segmentation. It suggests that currently political parties utilise a simplistic type of segmentation and that they need to be more aware of the complexities of the electorate. In particular, the political parties need to be aware of the preferences of those who make up 52% of the population – women. The literature on attracting women voters is explored indicating that women have different perceptions of politics and politicians. To illustrate the point a discussion group with black and Asian women is presented. The campaigns and the results of the 2005 election are also explored to further illustrate the point. The paper concludes that the issues of importance to politicians are not in line with the aspirations and requirements of the female voters.