Malcolm may lose his seat?, page-14

Voters vote for a party that has policies that best suite their personal situations. They don't vote for a party because of its leader.

You can't find a better example of that than the questions being asked by the audience in that leaders debate, they were questions about how the parties' policies will affect their personal circumstances, in a nut shell, when they decide which party to vote for, the foremost on their mind will be "which party's policies are best for me".