Demographic Factors and Candidate Selection: A Study of Political Choice Determinants in Edo State, Nigeria
Demographic Factors and Candidate Selection: A Study of Political Choice Determinants in Edo State, Nigeria

Summary/Abstract: This study investigates the influence of demographic variables (educational level, gender, location, and socioeconomic status—defined by occupation and income) on the choice of political candidates, focusing on key determinant factors: relationship with the candidate, political party affiliation, ethnicity, religion, and candidate manifestos in Edo State, Nigeria. Five research questions and corresponding hypotheses were formulated to guide the study. A survey research design with a correlational approach was employed. The population consisted of all citizens aged 18 and above in the Edo South Senatorial District. A sample of 400 respondents was drawn from churches, mosques, markets, and business areas in four Local Government Areas (LGAs)—two from rural areas (Orhionmwon and Ovia South-West) and two from urban areas (Ikpoba-Okha and Egor)—using a multi-stage sampling procedure. Data collection was carried out using a self-designed questionnaire titled “Voters' Demographic Variables on Choice of Political Candidates” (VDVCPC), which was validated by three experts in the Faculty of Education, University of Benin. The instrument had a reliability coefficient of 0.84, established through Cronbach’s Alpha. The researchers, assisted by two trained research assistants, administered the instrument. Data analysis involved simple linear regression with one binary categorical independent variable. The findings revealed that educational level, location, and occupation significantly influence voters' decisions across various factors. Based on the results, recommendations were made for investment in educational programs, the implementation of region-specific campaign strategies, occupation-focused messaging, and the development of detailed manifestos to address diverse voter concerns.

• Details
• Contents