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Political parties adopt various means to reach and influence their targeted electoral base. Practices in India are not an exception to this. Political parties are devising various concepts of marketing for this purpose. Therefore, the aim of the present study is to find out factors that are considered by the voters while casting their vote. Thus, the study first establishes the concept of political marketing by collecting expert opinion from marketing experts, political scientists and journalists. Based on the results, data was collected from the voters from all over India to study their behaviour. The data collected was empirically tested using exploratory factor analysis and canonical correlation in SPSS to establish factors that contribute the most to studying voter behaviour. The result of the study provides useful insights for the political parties in India.