Analysis of Women Participation in Politics and Political Leadership in Enugu State, Nigeria and the Marketing Promotion Implications

The study undertook a critical analysis of the level of women participation in politics and political leadership in Enugu State of Nigeria, and the marketing and promotion implications of that. It was motivated by the claims of some women activists in the country that women are marginalised in political office appointments in comparative terms with the men. The study objectives were: To assess the extent women participation in the political process (registration, campaigns and voting), their academic qualifications and socio-cultural factors affected their appointment into political offices in Enugu State between 1999 – 2009. For the methodology, a combination of survey design and secondary data analysis was adopted. The scope embraced a survey of rural and urban women in the State. The study frame included women politicians, female teachers, female traders, farmers and artisans. The data analysis was by Spearman’s correlation coefficient statistical tool. Results obtained show that: There is no significant relationship between the levels of general participation of women in the political process their academic qualifications (registration, campaigns, voting), their academic qualifications and extent of appointment into political offices in Enugu State between 1999 – 2009. That cultural inhibitions, women conservatism and religious beliefs still significantly affected women participation in politics and leadership in Enugu State. It was then recommended that the Nigerian government should employ marketing communications strategies to ensure that the 35% affirmation for women representation in political offices is strictly observed at the federal, states and local government levels, avoid intimidation and cultural inhibitions preventing Nigerian women from full participation in politics in politics.