Análisis de la percepción de las estrategias de marketing político utilizadas por las campañas electorales de Clara López, Enrique Peñalosa y Rafael Pardo, a la alcaldía de Bogotá en 2015, frente a la intención de voto de los consumidores electorales durante el mes anterior a los comicios 

Abstract

In the context of public participation processes in Colombia and specifically in the city of Bogota, it becomes relevant research on the impact generated by the marketing strategies used by candidates in electoral elections, within the scope of political representation councilors, mayors, governors, senators and president, among others, and observe the behavior of "electoral consumer" or voter, against the various activities carried out from a strategic point of view, in political campaigns towards the elections, especially of interest for this project, the mayor of Bogota this year. However, understanding this impact, it involves the analysis of the political context of the city and potential voters, as well as the strategies used by the various candidates and electoral consumer patterns and the key factors that determine their voting decision. For methodological purposes, it is considered the application of tools such as surveys on a selective sample, which allows to obtain reliable results with the aim to present certainties and clear on the subject of study findings.