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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.

The fate of India's politics is decided by the rural population, as 82% of the electorate and 454 out of 543 seats of Lok Sabha are rural. For this reason, rural population remains the central point when political parties frame strategies to win elections. Now the question in front of political parties is how the rural voters value their framed policies. One such measurement is voter satisfaction. The present study aims to revalidate the political sensitivity scale by Kirmani et al. (2020) and voter satisfaction model by Kirmani et al. (2019) on Indian rural voters. Through this study an attempt has been made to find out factors that are being considered relevant by Indian rural voters. The data has been collected from 619 rural voters and empirical analysis has been done by applying SEM in AMOS Software. The findings provide useful insights to the researchers and political parties in India.

How voters value the political parties' strategies and policies is the critical question faced by political parties. One such measurement is voter satisfaction. Therefore, the aim of this study is to uncover elements that sensitise voters to the political system and encourage their engagement in the electoral process. The purpose of the study is also to determine the effect of these variables on voter satisfaction. Using political sensitivity scale and voter satisfaction model, authors have made a comparative analysis of urban and rural voters. The sample of 1400 has been collected from parliamentary constituencies of urban voters and rural voters, and SEM in AMOS has been applied. Most of the findings are similar for urban voters and rural voters except for religious and caste considerations, which is significant only in the case of rural voters. The study provides valuable insights to the politicians in framing their strategies.

The last few decades have seen the fruits of political and intellectual deliberations in the form of voluminous literature on various aspects of happiness and well-being gleaned from various types of academic and experiential research. This paper is an attempt to explain the numerous linkages of happiness/well-being construct and bring them together in one place so that well-being construct can be theorised and measured scientifically. We used the same technique as practiced to assess the level of happiness among the people of India by following two-stage measurement process. At the first stage, through online and offline standard questionnaires, and additionally by examined available proxy indicators for last 30 years (1990-1991 to 2019-2020). We have collected a sample of 2695 from all over India. Using techniques like Canonical Correlation Analysis, Anova and T test, adjusted national income the study recommends that Government of India (GoI) should follow mix policy for collective and Individual wellbeing.

This article is an attempt to determine whether India’s experience with economic growth improved or deteriorated human well-being (HWB) over a period of 30 years from 1990–1991 to 2019–2020. The net benefits of increased national income due to increased economic growth may be outweighed by the net cost of income inequality, resulting in a reduction in HWB. Past empirical findings reveal that rising income inequality profoundly dents the level of HWB via social unrest. Therefore, to reduce all of these dysfunctional aspects, we must employ a technique that allows some percentage of income to be relinquished to represent a more equitable share of income among citizens. As a result, we used Atkinson’s inequality measure and calculated adjusted national income (ANI) as an HWB function. The quantum of difference between net national income (NNI) per capita and inequality in ANI per capita assists us with policy interventions.