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A STUDY OF IMAGE& VOTERS PERCEPTION

BHARATIYA JANATA PARTY(BJP)

Sayantan Chakraborty

Registration Number

INDIAN INSTITUTE OF SOCIAL WELFARE AND BUSINESS MAN

A dissertation report submitted in partial fulfillmMBA (Day) Program of INDIAN INSTITUTE OF SOCIAL WEL

BUSINESS MANAGEMENT (IISWBM), Kolkata

Major: MARKETING

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MAGE& VOTERS PERCEPTION TOWARDS

BHARATIYA JANATA PARTY(BJP)

BY

Sayantan Chakraborty (University Roll Number 107/MBA/131075

Registration Number - 054190 of 2008-09

Of

INDIAN INSTITUTE OF SOCIAL WELFARE AND BUSINESS MANAGEMENT (IISWBM)

Department: MBA (Day)

Session: 2013-15

A dissertation report submitted in partial fulfillment of the requirements of the MBA (Day) Program of INDIAN INSTITUTE OF SOCIAL WELFARE AND

BUSINESS MANAGEMENT (IISWBM), Kolkata

Major: MARKETING

Minor: FINANCE

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TOWARDS

rsity Roll Number 107/MBA/131075 )

INDIAN INSTITUTE OF SOCIAL WELFARE AND BUSINESS MANAGEMENT

ent of the requirements of the MBA (Day) Program of INDIAN INSTITUTE OF SOCIAL WELFARE AND

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DECLARATION�

I, Sayantan Chakraborty, hereby declare that the MBA final year Dissertation Project

entitled “A STUDY OF THE IMAGE & VOTERS PERCEPTION TOWARDS

BHARATIYA JANATA PARTY(BJP).” submitted by me as a partial fulfillment for

the award of Masters of Business Administration in Indian Institute of Social Welfare

and Business Management, Kolkata is original and genuine work carried out by me.

Being aware of a project regarding its Factuality and Authenticity, I have tried my

best to perform the task. All the information mentioned here throughout the project is

true to the best of my knowledge. And I declare it as true and the data collection made

by my own personal observation and experience.

Date:


Place:

Signature

Signature of Internal Guide Signature of the Principal

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� TABLE OF CONTENTS �

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� Acknowledgement ��

�� Objectives of Study ��

�� Methodology ��

�� Abstract ��

�� Introduction ��

�� Basic Information ��

�� Organisation Structure ��

�� Social Media Strategy Of BJP �

�� Social Networking Sites �

�� Operation Black Dot ��

�� Modi 3D ��

�� Games on Narendra Modi ��

�� Google Hangout ��

�� Blogger Modi ��

�� Chai Pe Charcha Campaign ��

�� Official Website ��

�� NAMO Merchandise ��

�� Hashtags ��

�� Online Buzz ��

�� Data Analysis & Interpretation �

�� Demographic Analysis ��

�� Gender Distribution ��

�� Age Distribution ��

�� Occupational Distribution ��

�� Religion Distribution ��

�� Performance Analysis ��

�� Likert Statements Analysis � ��

�� Logo Analysis ��

�� Others ��

�� Chi-Square test ��

�� Personality Analysis ��

�� Conclusion & Findings ��

�� Recommendations ��

�� Limitations � �

� Bibliography ��

�� Appendices ��

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ACKNOWLEDGEMENT

An endeavour over a period can be successful only with the advice and support of

well wishers. I take this opportunity to express my gratitude and appreciation to all

those who encouraged me to complete this project .I am deeply indebted to Prof:

Tanima Ray (HOD-MBA) for my successful completion of the project and provided

me valuable guidance in every step of my internship. Her knowledge of this field

proved to be very beneficial to me during my internship. I express my profound and

sincere thanks to Mr Rahul Sinha (Secretary, Bharatiya Janata Party, West Bengal) for

providing me adequate and classified information on Lok Sabha Elections 2014.


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The Indian political system is synonymous to that of a political jungle where

different political parties are aiming for the greater share of the pie. Previously,

the system which had been greatly dominated by the national parties had seen

uprising of several regional political parties which now pose a threat to the

national parties at the centre. This had led to several parties to create an unique

brand image among the voters which serves as a marked distinction from the

rest. Just as corporate of the business domain has leveraged the use of social

media for better connection with its users and non users, so is the political

system aiming to utilise it for better promotional methods. Thus the objectives

of the study is as follows-

1. To study the digital marketing strategy implemented by BJP

during the general elections 2014

2. Performance evaluation of BJP Govt at the centre.

3. Personality & Image study of BJP among its voters

4. Likelihood of BJP coming to power in upcoming West Bengal

Assembly Elections 2016

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�� The research design is a combination of exploratory and

descriptive research. Various academic literatures such as report of various

syndicated research agencies were reviewed to study the promises made by the

party pre elections. Expert opinion of important constituents within the party

ranks such as local councillors were taken into consideration which designing

the questionnaire. Descriptive research comprised of surveys with

questionnaires.

�� !�"��#��$�!��$��The population comprised of persons residing

within the state of West Bengal who were above the age of 18 and are eligible

to vote.�

�$�!�� "��% �� #��&�'� The sampling technique used is convenient

sampling. An invitation was sent to 200 respondents where the response rate

was 50 percent. The sample size comprised of 100 respondents from Hooghly

district only. No reward or incentive was offered to the participants of the

survey. The criteria of the sample were chosen to maintain the scope of the

research within a manageable time.

�( ��"�� "� �" �� #� ��"��)� �*� )�"�� !!��"�� The data was

collected in form of a structured questionnaire containing fixed alternative

questions which contained five point Likert as well semantic scales (profile

analysis) which were sent via emails and responses were collected accordingly.

+��!,�� ""��'� The analysis was done using Microsoft Excel. Individual

responses were collected and percentages were calculated thereby.

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ABSTRACT

The project is aimed at analysing image and studying voters’ perception

towards Bharatiya Janata Party (BJP) led government at the centre. It also

includes a detailed study on how Bharatiya Janata Party is capitalising social

media in its election campaign. The problem that has been dealt here is whether

Bharatiya Janata Party (BJP) is losing popularity among the current voters after

the recent debacle in Delhi elections 2015. The purpose of the project is thus to

understand what the voters feel about the party and its performance at the centre

and its chances of coming in power in the upcoming West Bengal Assembly

Elections 2016. This research is a first of its kind with no impetus preceding it.

The research process involved exploratory as no work had been done on this

topic before. It also involved descriptive research designs involving survey. The

sample size was 100 and the survey was undertaken in West Bengal. . Primary

data was collected from various research journals, newspapers and secondary

data was collected through questionnaire containing fixed alternative questions.

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Introduction

Shyama Prasad Mookherjee- Founder of Bharatiya Jana Sangh

The Bharatiya Janata Party (Indian People's Party; abbr. BJP) is one of the

two major parties in the Indian political system, along with the Indian National

Congress. As of 2014, it is the country's largest political party in terms of

representation in the national parliament and state assemblies. The BJP is

a right-wing party with close ideological and organisational links to the Hindu

nationalist Rashtriya Swayamsevak Sangha.

The BJP's origins lie in the Bharatiya Jana Sangh, formed in 1951 by Shyama

Prasad Mookerjee. After the State of Emergency in 1977, the Jana Sangh

merged with several other parties to form the Janata Party; it defeated the

incumbent Congress party in the1977 general election. After three years in

power, the Janata party dissolved in 1980 with the members of the erstwhile

Jana Sangh reconvening to form the BJP. Although initially unsuccessful,

winning only two seats in the 1984 general election it grew in strength on the

back of the Ram Janmabhoomi movement. Following victories in several state

elections and better performances in national elections, the BJP became the

largest party in the parliament in 1996; however, it lacked a majority in the

lower house of Parliament, and its government lasted only 13 days.

After the 1998 general election, the BJP-led coalition known as the National

Democratic Alliance (NDA) formed a government under Prime Minister Atal

Bihari Vajpayee for a year. Following fresh elections, the NDA government,

again headed by Vajpayee, lasted for a full term in office; this was the first non-

Congress government to do so. In the 2004 general election, the NDA suffered

an unexpected defeat, and for the next ten years the BJP was the principal

opposition party. Long time Gujarat Chief Minister Narendra Modi led it to a

landslide victory in the 2014 general election. Since that election, Modi leads

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the NDA government as Prime Minister and as of February 2015, the alliance

governs 12 states.

The official ideology of the BJP is "integral humanism", first formulated

by Deendayal Upadhya in 1965. The party expresses a commitment

to Hindutva, and its policy has historically reflected Hindu nationalist positions.

The BJP advocates conservatism and a foreign policy centred on nationalist

principles. Its key issues have included the abrogation of the special status to

Jammu and Kashmir, the building of a Ram temple in Ayodhya and the

implementation of a uniform civil code. However, the 1998–2004 NDA

government did not pursue any of these controversial issues. It instead focused

on a largely neoliberal economic policy prioritizing globalisation and economic

growth over social welfare.

Basic Information-

• President- Mr Amit Shah

• Parliamentary Chairperson- Mr Narendra Modi

• LokSabha Leader- Mr Narendra Modi

• Rajya Sabha Leader- Mr Arun Jaitley

• HeadQuarters- New Delhi

• Membership – 40 million(as per Jan 2015)

• Alliance- National Democratic Alliance

• MouthPeice- Kamal Sandesh

• Seats in Lok Sabha-281/545

• Seats in Rajya Sabha-45/245

As of Dec 2014, states with BJP govt

are shown in orange, and NDA govt are shown in brown.StateswhereBJP is

significant opposition party is shown in brown and the rest of the states are

shown in blue.

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Organisational Structure

The organisation of the BJP is strictly hierarchica

highest authority in the party.

any qualified member could be national or state pre

term. This was amended to a maximum of two consecutive te

president is the national executive, which contains

leaders from across the country. It is the higher d

party. Its members are several vice

and secretaries, who work directly with the preside

with an executive committee led by a president, exists at the s

district and local level.

The BJP is a cadre-based party. It has close connections with other

organisations with similar ideology, like the RSS a

Parishad. The cadres of

members are largely derived from the RSS and its af

the Sangh Parivar

• The Akhil Bharatiya Vidyarthi Parishad (ABVP), the stud

RSS.

• The Bharatiya Kisan Sangh, the

• The Bharatiya Mazdoor Sangh, the labour union associate

The party has subsidiary organisations of its own,

• The BJP Mahila Morcha, its women's division.

• The Bharatiya Janata Yuva Morcha, its youth wing.

• The BJP Minority Morcha, its minority division

Training session of RSS cadres

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Organisational Structure

The organisation of the BJP is strictly hierarchical, with the president

highest authority in the party. Until 2012, the BJP constitution mandated that

any qualified member could be national or state president for a single three

This was amended to a maximum of two consecutive terms.

president is the national executive, which contains a variable number of

leaders from across the country. It is the higher decision making body of the

party. Its members are several vice-presidents, general-secretaries, treasurers

and secretaries, who work directly with the president. An identical structure,

utive committee led by a president, exists at the state, regional,

based party. It has close connections with other

organisations with similar ideology, like the RSS and the

. The cadres of these groups often supplement the BJP's. Its lower

members are largely derived from the RSS and its affiliates, loosely known as

Akhil Bharatiya Vidyarthi Parishad (ABVP), the students' wing of the

Bharatiya Kisan Sangh, the farmers' division.

Bharatiya Mazdoor Sangh, the labour union associated with the RSS.

The party has subsidiary organisations of its own, such as:

BJP Mahila Morcha, its women's division.

Bharatiya Janata Yuva Morcha, its youth wing.

ority Morcha, its minority division

Training session of RSS cadres in Haryana.

president being the

constitution mandated that

sident for a single three-year

This was amended to a maximum of two consecutive terms. Below the

a variable number of senior

ecision making body of the

secretaries, treasurers

nt. An identical structure,

utive committee led by a president, exists at the state, regional,

based party. It has close connections with other

organisations with similar ideology, like the RSS and the Vishwa Hindu

these groups often supplement the BJP's. Its lower

filiates, loosely known as

Akhil Bharatiya Vidyarthi Parishad (ABVP), the students' wing of the

Bharatiya Mazdoor Sangh, the labour union associated with the RSS.

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Social Media strategy of BJP

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The term digital marketing means marketing of products or services through the

use of electronic devices such as computers, smartphones, gaming consoles,

tablets, cellphones to engage with the stateholders. It applies technology or

platforms such as websites,emails, apps(classic&mobile) ansd social

networks.Digital Marketing can be also implemented via Non Internet

channelslike T.V, Radio,SMS, etc.

��Social media has played a very important role in marketing and brand

promotion of various organisations, awareness among users and non users. It

has also played an important role in obtaining feedback from citizens of any

particular countries on pertinent issues of development. Thus, this study

attempts to understand the online buzz created by BJP during poll season.

Popular Social Networking sites

Assocham, a leading organisation, has recently published a report which says

that Technology Giants such as Facebook & Google shall see increased

revenues from their Indian businesses due to increased poll spending by the

political parties.

Facebook.com- BJP launched a page called ‘ I am voter’ which displays

information related to voting on news feed of users . BJP leads by by 3.4

million likes on its facebook page followed by Congress and AAP.

Twitter.com- TCS, in collaboration with Twitter, has launched a application

called’ ielect ‘ that provides valuable insights to users and voters related to

candiadates and their backgrounds.

Google+ On Google+, Narendra Modi is the most sought politician.AAP has

trhe most engagement in it

Pinterest.com

Pinterest is a pinboard-sharing website that allows users to create and manage

themebased image and videos. BJP is branding on Pinterest

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Another positive facet of the election activity lies in inspiring and motivating

the youth to vote in the coming elections. The peer recommendations play a

vital role in influencing youngsters and this has ensured that a massive number

of first time voters will participate in the 2014elections. More than 800 million

voters will be below the age of 25 according to a survey by the time the

elections arrive. Operation Black Dot is for bringing about a shift in

the way we look at voting. By breaking down politics and making it more

engaging and inclusive, they want to make it easier to exercise our

constitutional right. It was launched

to get young and new voters on board through various social media activities.

The BJP in particular has been effectively using social media and Twitter in

particular to reach out to supporters and mobilize support for its candidates.

And its Prime Ministerial candidate Narendra Modi has been placing particular

emphasis on the medium for a while now. In addition to the fact that Modi has

over 3.5 million Twitter followers, he has also been asking state BJP units to

take both Twitter and Facebook seriously. BJP taking part in Google+

Hangouts ,televised interviews organised by Facebook and using the Facebook-

owned smart phonemessaging app Whats App to connect with millions of tech-

savvy urban voters.Narendra Modi has been dominating newsprint, airtime

and the digital media for quite sometime now. Modi's strategy of using social

media along with traditional election campaigningtools ensures the cameras are

on him. Here are some of modern-day tools that Modi has used to keep the

spotlight firmly on him.

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� TWITTER PIONEER

Narendra Modi was one the first Indian politicians to reach out to people in an

organised manner on Twitter. Modi joined Twitter in January 2009 and his

number of followers now stands at more than 3.5 million, which is way ahead of

any other leader. On April Fools' Day, three hashtags were trending on Twitter:

#Pappudiwas (attacking Rahul), #Kejriwaldiwas (attacking Kejriwal) and

#Modiyapa (attacking Modi).

� SUPER-LIKED ON FACEBOOK

BJP used Facebook as a strategy for their promotional programme. Modi has

approx. 11,245,296 likes on Facebook. His fans have dedicated many pages to

him on the social networking website, for instance 'I want Narendra Modi as

Next PM of India', 'I Support Narendra Modi' and 'Narendra Modi For PM'. On

the other side, we can see Fekuexpress that makes fun of Modi. Taking a dig at

Modi's tagline, "Abki baar Modi sarkar", his opponents have verbalized "Abki

baar Mukesh sarkar", linking him to Mukesh Ambani.

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MODI 3D EVERYWHERE

In December 2012, Modi addressed 53 locations across Gujarat simultaneously.

A 3D avatar stood in for him because he could not, of course, be in all places at

the same time

GAMES ON NARENDRA MODI AND OTHER LEADERS

BJP's prime ministerial candidate Narendra Modi is also making his presence

felt on Android phones. A mobile game on Narendra Modi called 'Modi run' is

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available on Google Play store. The game is based on the classic 'Mario' series

where Modi is seen crossing hurdles and collecting diamonds at different stages.

Interestingly, the developer has named the stages after Indianstates. The aim of

the game is to reach the ballot and count the votes in BJP's ballot box in the

backdrop of Parliament. The average age of users playing these apps are

between 18 years to30 years. To be on the safer side, the developer has posted

the disclaimer, "This game isnot endorsed by Modi or BJP." Another game

called 'Kursi cricket', also available onGoogle play store, is as famous among

teenagers as Modi run. This game offers users to choose from three characters -

Arvind Kejriwal, Rahul Gandhi and Narendra Modi. The user's score goes to the

character they have selected.

Ballot box games

'Modi run'

'Mario' series

'Kursi cricket'

GOOGLE HANGOUT

Modi was the first Indian politician to use the Google+ Hangout application for

group video chats. In August 2012, he answered questions from people across

the world, with the live interaction broadcast on YouTube and Modi's Google+

page.

BLOGGER MODI

Through his blog, Modi has managed to offer his views and even share, for the

first time, his feelings about the 2002 Gujarat riots under his watch as CM. "I

was shaken to the core. 'Grief', 'Sadness', 'Misery', 'Pain', 'Anguish', 'Agony' -

mere words could not capture the absolute emptiness one felt on witnessing

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such inhumanity," in December last year about the riots, which hurt his wider

acceptability.

CHAI PE CHARCHA

The BJP's Chai pe Charcha campaign centered on Modi saw him interacting live

with people using internet and DTH technology. The Election Commission,

however, wasn't impressed after the poll dates were announced and the model

code of conduct kicked in.

OFFICIAL WEBSITE

Considering how aggressively Modi campaigning online, it is no surprise that

he has several websites — one his own and many from his fans. He is linked

with almost every social networking website.

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NAMO MERCHANDISE

Modi also has T-shirts, mugs, a store, fireworks, tea stalls and more named after

him, which make the NaMo brand stronger. There's also an online store dubbed

'The NaMo Store' that sells merchandise inspired by him

Popular Hashtags #

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Online Buzz

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DEMOGRAPHIC STATISTICS

The following section provides an overview of demographic profile of the

respondents

GENDER DISTRIBUTION OF SAMPLE

The sample respondents

comprise 56% of males as

compared to 44% of females

which makes the sample a more

or less an equal representation

for both the gender group.

AGE DISTRIBUTION OF SAMPLE

It is seen that majority of the

respondents i.e 30% fall in the

age group 18-28, followed by the

age group 49-58(23%). Age

group >58, comprises least

number of respondents(12%)

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From the above pie chart,

business (33%) comprises of the

largest occupation followed by

service holders (32%) They are

followed by the homemaker

community (18%) and self

employed (11%). Students

comprise 6% of respondents.

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RELIGION

Hindus (39%) comprises of the

largest respondents which is

closely followed by Muslims

(30%). Christians comprises of

15% respondents and Sikhs &

Buddhist are in equal in number

(8%).

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It is seen that people feel BJP has played a wonderful role in improving

business sentiments which is seen by the score allocated (4). Even the govt has

fulfilled its promise to curb inflation (4) but the government has not been so

successful on issues such as women empowerment(2), employment generation

(2) and retrieval of black money from foreign banks(1). The govt had fairly

performed in issues of judicial reforms (3), terrorism issues(3), simplification

of legal procedures(3)

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LIKERT SCALE STATEMENT

ANALYSIS

.BJP IS A PARTY WHICH I STRONGLY ADMIRE

While 41% of the respondents

feel that they have an admiration

for the party, 25% of the

respondents are neither agree nor

disagree, whereas an equal

number disagreed to it .

However, 1% strongly disagreed

to it & 8% strongly agreed to it.�

BJP IS A NOT A WELL DISCIPLINED PARTY �

47% respondents feel that BJP is

a well disciplined party whereas

24% respondents feel that it is

not. A proportion of the

respondents (21%) are neutral to

the statement and 8% strongly

agrees to it.

.BJP IS ALL ABOUT NARENDRA MODI.�

There is a significant number of

respondents (59%) who strongly

feel that BJP is all about

Narendra Modi. Again 40% of

the respondents agreed to it.

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BJP IS A PARTY THAT IS COMMUNAL IN NATURE

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32% of respondents feel BJP

is communal party whereas the

majority 45%% are neutral to the

statement. 17% respondent feels

disagreed whereas only 6%

strongly agreed to it.�

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BJP IS FREE OF CORRUPTION.�

68% people neither agrees nor

disagrees to the statement. Only 17%

agrees to the statement and 13%

disagrees to it. 1% of respondents

strongly agree as well strongly

disagree.

BJP IS A PARTY THAT WILL BRING POSITIVE CHANGES IN OUR COUNTRY

44% are neutral to the statement and

33% believe that BJP is going to

bring positive changes in

economy.21% strongly believes and

a meagre 2% disagrees to it. �

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WHAT MESSAGE DOES THE LOGO OF BJP CONVEY TO YOU?.

46% respondents feel that the logo

is a symbol of Hindutva whereas

36% say it symbolises Growth and

Prosperity.10% people feel it is

conservatism and 8% say it is Indian

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HON’BLE PRIME MINISTER SRI NARENDRA MODI HAS RECENTLY ANNOUNCED

SOME IDEAS SUCH AS CLEAN GANGA MISSION, SWATCH BHARAT,DIGITAL INDIA,

MAKE IN INDIA CAMPAIGNS.DO YOU THINK THE GOVT IS UNDERTAKING

EFFORTS TO IMPLEMENT THESE IDEAS?

61% feel that the govt is seriously

implementing the ideas but 32%

are not sure of it.7% feel that govt

is not seriously implementing them

ARE YOU ASSOCIATED WITH ANY SOCIAL NETWORKING SITES?

81% of respondents are

associated with social

networking sites whereas 19%

arenot.�

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HAVE YOU SEEN ANY ADVERTISEMENTS OF BJP ON SOCIAL MEDIA?

90% of the respondents associated with

social networking sites have seen

advertisements of BJP on social media.

10 % have not seen any advertisements.�

HAVE YOU EVER VISITED THE OFFICIAL WEBSITE OF BJP?�

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66% of respondents have never

visited the website whereas 34% had

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DO YOU THINK BJP WILL BRING PROSPERITY AND

DEVELOPMENT IN WESTBENGAL IF VOTED TO POWER IN

UPCOMING ASSEMBLY ELECTIONS 2016?

50% respondents feel that BJP will

bring prosperity and development

if voted to power.43% are not sure

whereas 7% say it will not bring

growth and prosperity.

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HOW LIKELY IS BJP IS GOING TO COME TO POWER IN THE

UPCOMING WEST BENGAL ASSEMBLY ELECTIONS 2016?�

52% respondents feel that BJP

chance of coming to power is

somewhat unlikely whereas 26%

feel it somewhat likely.9% are

neutral whereas 8% feel it strongly

likely followed by 5% strongly

unlikelyrespondents. �

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HOW SATISFIED ARE YOU WITH THE PERFORMANCE OF BJP

GOVT AT THE CENTRE?

44% respondents are neutral

towards the performance of BJP at

the centre.27% are satisfied with the

performance whereas 24% are very

satisfied.4% are dissatisfied and 1%

are very dissatisfied�

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CHI SQUARE ANALYSIS

Null Hypothesis- Religion of respondents is independent

towards their perception towards perceiving BJP as a communal

party.

Alternative Hypothesis- Religion of respondents is dependent

towards their perception towards perceiving BJP as a communal

party.

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

religion * communalism 100 100.0% 0 0.0% 100 100.0%

religion * communalism Crosstabulation

communalism

Total agree disagree

neither

agree nor

disagree

strongly

agree

religion buddhist Count 0 2 6 0 8

% within religion 0.0% 25.0% 75.0% 0.0% 100.0%

% within

communalism 0.0% 11.8% 13.3% 0.0% 8.0%

% of Total 0.0% 2.0% 6.0% 0.0% 8.0%

christian Count 9 1 4 1 15

% within religion 60.0% 6.7% 26.7% 6.7% 100.0%

% within

communalism 28.1% 5.9% 8.9% 16.7% 15.0%

% of Total 9.0% 1.0% 4.0% 1.0% 15.0%

hindu Count 4 13 27 0 44

% within religion 9.1% 29.5% 61.4% 0.0% 100.0%

% within

communalism 12.5% 76.5% 60.0% 0.0% 44.0%

% of Total 4.0% 13.0% 27.0% 0.0% 44.0%

muslim Count 19 1 8 5 33

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% within religion 57.6% 3.0% 24.2% 15.2% 100.0%

% within

communalism 59.4% 5.9% 17.8% 83.3% 33.0%

% of Total 19.0% 1.0% 8.0% 5.0% 33.0%

Total Count 32 17 45 6 100

% within religion 32.0% 17.0% 45.0% 6.0% 100.0%

% within

communalism 100.0% 100.0% 100.0% 100.0% 100.0%

% of Total 32.0% 17.0% 45.0% 6.0% 100.0%

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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 45.538a

9 .000

Likelihood Ratio 52.429 9 .000

N of Valid Cases 100

a. 9 cells (56.3%) have expected count less than 5. The minimum

expected count is .48.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .675 .000

Cramer's V .390 .000

N of Valid Cases 100

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From the above cross tab, it is clearly seen that 24 respondents out of 33

respondents from the Muslim community believe that BJP is communal in

nature. Similarly, 10 out of 15 respondents from Christianity backgrounds feel

that BJP is a communal party. However, for Hindus, it is seen that 4 out of 44

people feel BJP is communal in nature and for Buddhists, no one agrees or

strongly agrees to the statement.

As the significance value is less than .05, the null hypothesis is

rejected and alternative hypothesis is accepted. Thus, it is clearly seen that

religion has clearly an influence on respondent’s perception towards BJP as a

communal party.

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• Pleasant - - - - - - - Unpleasant

• Colourful - - - - - - - Colourless

• Traditional - - - - - - - Innovative

• Excitable - - - - - - - Calm

• Successful - - - - - - - Unsuccessful

• Modest - - - - - - - Vain

• Formal - - - - - - - Informal

• Orthodox - - - - - - - Liberal

• Youthful - - - - - - - Mature

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From the semantic scale analysis, the brand has somewhat positive image which

is traditional and orthodox and at the same time somewhat mature and formal.

The brand displays more of a vain behaviour.

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The survey yielded some interesting results where the number of male

respondents were 55% and female respondents were 46%. Majority of them are

young voters in the age category 18-28 and business is the primary occupation

of the respondents. The voters represented from several religious backgrounds

primarily Hindus closely followed by Muslims and Christians. BJP’s scorecard,

on the basis of its performance on key issues, suggest that the government has

been successful in reducing inflation and improving business sentiments across

the country. It has also fared well on other areas such as reforms and

simplification of legal procedures but the Govt was weak in delivering promises

in areas of women empowerment and retrieval of black money from foreign

banks.

Majority of the respondents had strong admiration for the party but they

feel the level of discipline is still low within the party ranks. They also feel the

party is dominated by a single person Narendra Modi. Regarding communal

aspects and level of corruption within the party, the respondents are not sure

about it. However they strongly feel that the party shall bring positive changes

in the country in the upcoming years. Again, majority feels that the logo used by

BJP is a symbol of Hindutva which is strongly supported by the Muslim

community. The respondents feel that the govt is serious in implementing ideas

such as Clean Ganga Mission, Make In India etc campaigns. Most of them are

active users of social networking sites and they had seen advertisements of the

party on social media but majority of them had not visited the party website.

The respondents feel that the party, if voted to power, in West Bengal Assembly

elections 2016 will surely bring positive developments however they are still

sceptical regarding its coming to power in West Bengal. The level of

satisfaction has been moderate in nature with respect to the party performance

in the centre. Majority of them believe that the party is still orthodox in nature

and rigid in its approaches but at the same time excitable in nature and share

pleasant experiences with it. � �

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1. The Govt at the centre should focus more on issues of black money

retrieval and women empowerment.

2. The party should entail greater communication with non Hindu voters

especially Muslims and Christians and should refrain from any

activities that are deemed hazardous to its image.

3. The party should focus more on developing new leaders from several

blocks who should liberal and secular in their approaches.

4. The party must actively and vociferously engage with the masses and

adopt new ways of communicating with them in order to persuade

them to vote for it in the upcoming assembly elections.

5. The party must highlight issues of plight within the state of West

Bengal and use these issues as an important agenda for election

campaigning within the state.

6. The party must conduct an inhouse enquiry against all its members on

issues of corruption and thereby take stringent actions against them

which shall infuse confidence among its voters.

7. The party must restructure itself on lines of innovation and be more

modest and show apathy towards the problems of people.

8. The party must redesign its existing logo as the voters perceive it to be

in lines with communality.

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• The sampling technique used is convenient sampling which increases the

possibility of biased results that can’t be generalised to the larger

population

• The survey has been carried across a small portion of West Bengal with a

small sample size which again challenges its validity and reliability.

• Lack of further analysis in order to study whether any association existed

among the other variables

• The survey fails to study the minds and desires of individual voters in

great detail due to fixed alternative questions used in the questionnaire.

• The survey failed to answer certain important issues such as moderate

levels of satisfaction and low levels of admiration from the brand in

spite of scoring high on trust and recommendation issues.

• The survey fails to understand why religion has played an role in shaping

perception of voters towards perceiving it as a communal party

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��References. http://www.altius.ac.in/pdf/53.pdf

Websites.

wikepedia.in

SurveyMonkey.in

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