Influence of Voter Demographics and Newspaper in Shaping Political Party Choice in India: An Empirical Investigation

Choice of political party is an important decision a citizen faces in a democracy. In recent times, as democracies in many countries have matured, a number of studies are focusing on party and candidate choice and their various determinants. India, being the largest democracy, provides a fertile ground for such research. Accordingly, in this paper we concentrate on demographic characteristics, newspaper-reading habits of voters, and their political choice. To study this we have considered a very unique data set collected just before the watershed elections in the state of West Bengal in India, where the ruling Communist coalition was defeated after thirty-four years of power in the state. The survey was conducted using a structured questionnaire to collect information on demographic characteristics of voters and their political choice. The respondents were asked to indicate their party choice from among the three major political parties. As the literature shows that gender, age, education, income levels, marital status, occupational status, and choice of newspaper have significant impact on political choice, we have considered these as predictor variables for our study. From our study it is seen that among the demographic determinants, gender, marital status, and income of the respondents do not influence the choice of political party in our sample. However, occupation and newspaper choice of voters have significant impact on political party choice in our sample. In addition, we have observed that certain categories of age of voters significantly influence decision making of voters along with occupation and newspaper choice categories.