Mature products require a different type of advertisement known as ‘Expansion advertisement’. These advertisement aims to increase the usage of the product. The study explore the complex Indian consumers’ buying pattern in case of a matured branded chocolate product. Literatures on this has indentified three main factors influencing the purchase behavior of matured products namely, Situational, functional and symbolic. These factors were tested in Chennai city for their influence. The results suggest that the symbolic factor has very little effect on pursuing the consumer to purchase, whereas the factors, functional and situational have more influence in making a purchase decision.
Expansion advertisement, chocolate, Loyalty
