Customer Decision Making (CDM) Process

Customer Decision Making Process comprises of 5 stages that a customer goes through to make his final purchasing decision. The stages of the buyer decision process are the recognition of the problem, the information searching, evaluation of all alternatives, the purchase decision and then finally  the post-purchase behavior. 

Problem Recognition - This is the first stage of the Customer decision making process where a customer realizes a particular problem that needs to be solved or he has a need to satisfy. this can be triggered either by a internal or external stimulus

Information Searching - Stage two is where we begin to search for information about the product or service. Buyers here begin to look around to find out what’s out there in terms of choice and they start to work out what might be the best product or service for solving the problem or satisfying any need.

Evaluation of alternatives - Stage three sees the evaluation of the available alternatives whereby the buyer decides upon a set of criteria by which to assess each alternative.

The Purchase decision - This stage is where a customer finally makes the decision of what to buy and where to buy it from.

Post Purchase Behavior - Once the product is purchased and used, the consumer will evaluate the adequacy with his original needs (those who caused the buying behavior). And whether he has made ​​the right choice in buying this product or not. He will feel either a sense of satisfaction for the product (and the choice). Or, on the contrary, a disappointment if the product has fallen far short of expectations.

We shall now look upon some questions with regard to the product which is Duracell batteries

1. Who buys this item?

The household batteries market has declined as most of the mobile devices including mobile phones cameras mp3 players are now using dedicated built in rechargeable batteries. Still household batteries maintains a ubiquitous presence in home in variety of  household applications from remote controls to fire alarms. while they once provided portable power to most household items, their role is shifting to one of security and preparedness. Duracell is the first choice of customers looking for a reliable and long lasting battery to power their devices including camera, remote controls, radios, power cases for cell phones, portable chargers and many others. 

2. What problem will this product solve?

Portability is what makes batteries so important. The convenience brought by batteries have led to invention of more gadgets that make use of wireless power. Thanks to which we have wireless mouse, flash lights, portable fans, lamps and televisions that previously used to be wired to a power source. We can fully appreciate the use of batteries when electricity goes out. They allow us to operate our devices where ever we are, no matter what the situation is. Cellphones which have now increased in their size and performance are struggling to maintain their portability. In such situation phone cases with built in power bank can supply extra power to them when their batteries gets discharged.

3. Which attributes are important and why?

The key attributes customers look for while buying batteries are
- Reliability of the product.  
- Durability, how long will it last.
- In case of rechargeable batteries, the number of charging cycles and its charging time.
- Its capacity to size ratio, portability.
- Ability to hold charge for longer period of time.

4. If this decision is the first time, how will it go? If it is repeat, how will it go? 
The first time customer goes for a product that offers them the best deal. people buying batteries would not do research on what brand to buy. they would just go for a well known brand that is already well established. and which is easily available to them. Branding and advertisements also play important role in influencing their purchasing decision.
For those customers who are already associated with the brand will usually not switch to another brand. Duracell customers are loyal to the brand since it has strong brand positioning. However some customers are indifferent to brands and if they find a better offering from a competition, they would buy it. Eveready is the second largest battery manufacturer and major competitor to Duracell. Therefore to retain its customers, Duracell comes up with more innovative product line and better quality products than its competitors.