Abstract:
This research tends to look into the consumer behavior of political customers i.e. voters in capital of Pakistan;
Islamabad. As political marketing is still a new concept in the region a qualitative research has been conducted.
Every individual voter has a personal identity as well as a social identity. In political terms the political identity is
the values and belief set and social identity is the affiliated political party. Similarly a politician who is
communicating with the audience or voters too has a personal value identity and a social political identity. This
research looks into the interplay of these four identities during communication between speaker and recipient in a
political dimension and the consequent effect on the voters perception of the political message received from the
speaker. For the said purpose three focus group sessions were conducted and the participants were handed over two
speech transcripts of two different speakers of two different political parties. The transcripts used one of the two
values: pro-dialogue approach towards Taliban and pro-military operation approach towards Taliban. The
conclusion found was that the young lot of Islamabad is more value oriented than is party driven.
