Customer Decisions Process:

 The above diagram depicts the Customer Decision Process.

Problem Recognition:

The exixtence/ creation of a consumer need for germ protection (hygiene) was satisfied by Dettol. Marketers of Dettol,focused on the hygienic requirements of the customer. Dettol potrayed that a  family adopting good hygiene practices are better protected against germs and hence 'fall ill less often'.

Information Search:

Owning the largest market share in the hygiene sector, personal and experiential sources of information during this phase, are a big reason to influence the decision positively. Strategic advertising  that focuses on the brand’s versatility emerges from the various uses of the antiseptic liquid. Lack of competitive substitutes in the market also leads to influence the decision in favor of Dettol.

Evaluation of Alternatives :

 The only other major player in the market is Savlon. . Dettol has been able to command a secure place amongst its competitor because of the consumers’ preference for a brand that has never deviated from its health promise. In the book, ‘Planning of Power Advertising’, Anand Halve mentions, “It is a safe bet that you will be able to tell the smell of Dettol liquid on a cut with the reassuring tingling sensation which tells you it has begun to work. Savlon on the other does not have the same burning sensation, (and is) very often seen by consumers as ‘ineffective’ ”.

Purchase Decision:

 The factors that influence the purchase decision of the customer, such as, the brand name, hygiene factor, price, recommendation/ usage in friend and family circle all lead to the selection of Dettol as the trusted product.  However the choice of the customer is liable to change at the time of buying the product - The ‘intended’ purchase may not materialize in situations if - the product is out-of-stock,competitors offer an incentive at the same time etc.

Post purchase behaviour:

 Being the aggressive dominant shareholder in the market, Dettol boasts of a loyal customer base who re-purchase the product on a regular basis. This is proven as the  Marketers of Dettol make sure that the consumers are satisfied after using the product, As a dissatisfied customer would spread bad news about the brand and shifs to a competitive product.