Voting Decision-Making at the Bottom of the Pyramid- A Phenomenological Approach

Abstract The purpose of this study is to understand the factors driving the BOP community’s voting decisions. This study used a qualitative phenomenological approach, conducting 32 interviews with BOP voters in two areas: Kharagpur and Kolkata, in West Bengal, India. The findings showed some political parties and politicians powerfully operate in BOP areas and dominate BOP people through information persuasion, benefits and coercion. Hence, BOP people in those areas vote for them. Social ties and capital and social identity resulting from the sense of belongingness with local politicians also drive their voting decisions. This study contributes to political marketing literature, particularly in the BOP context. These results will assist public policy makers.