dissertation bjp

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 fulfillm
MBA (Day) Program of INDIAN INSTITUTE OF SOCIAL WEL
BUSINESS MANAGEMENT (IISWBM), Kolkata
Major: MARKETING
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
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

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

TABLE OF CONTENTS
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

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.

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

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.

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.

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

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.

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
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.

Social Media strategy of BJP
+- " "
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

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.

• 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.

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

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

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.

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 #
Online Buzz

+ + +.+ +. . + .
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%)
+ / + 0

+ .+ . +
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.
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
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.
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
culture
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?
66% of respondents have never
visited the website whereas 34% had
visitedit.
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.
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
Totalagree 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

% 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%
Chi-Square Tests
Value df
Asymp. Sig. (2-
sided)
Pearson Chi-Square 45.538
a
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
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.

.+ +.+
• Pleasant - - - - - - - Unpleasant
• Colourful - - - - - - - Colourless
• Traditional - - - - - - - Innovative
• Excitable - - - - - - - Calm
• Successful - - - - - - - Unsuccessful
• Modest - - - - - - - Vain
• Formal - - - - - - - Informal
• Orthodox - - - - - - - Liberal
• Youthful - - - - - - - Mature
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.

. . # . .
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.

. + .
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.

+ .
• 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

+
References.
http://www.altius.ac.in/pdf/53.pdf
Websites.
wikepedia.in
SurveyMonkey.in

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