Kyle and David Are Opening a New Coffee Shop, and While

Multiple Choice

Kyle and David are opening a new coffee shop, and while neither was a marketing major in school, they each took a marketing course. They are having a serious conversation about how and why customers might buy their coffee from their shop. David insists that the General Model of Customer Experience means that customers will go through the detailed process, so they need to be concerned about information searches and evaluation. Kyle disagrees. Which of the following would be a good argument that Kyle would make?

A) Customers will go through a detailed information search each time they make a purchase to ensure their satisfaction.
B) Customers will not seek new information but may evaluate the information differently with each purchase.
C) Customers don't really care about information searches or evaluation when the need is strong.
D) Customers internalize the steps in routine purchases and don't notice they are going through the process.