Document Type : Research Article
2019 Election was called by many voters as the election on image. In a changing trend of political voting behaviour, how an image of a candidate affects the voting preference of a candidate today is the study in this chapter. Candidate’s image is the precursor for the change of voting behaviour and casting votes. Day by day the change is seen due to the extremely standardised and smoothly localised strategies of political marketing. The strong political image attracts the various voters segments in political preferences and decision making. The study dives into the sea of political preference to find out the latest types of preference that which shapes a political candidate's image. The implication of the post electoral information and orientation helps to decide and deal with political context of the state.