premise: Unless companies have some knowledge of buyer behavior, they would be unaware of and unfamiliar with the complex range of behavioral factors that impinge upon purchasing behavior. The truth is that, like much of human behavior, purchase behavior is complex and multi-faceted. Even the simplest of purchasing decisions is an amalgam of behavioral forces and factors of which even the purchaser may not be aware. However, even though consumer behavior is a complex subject, marketing planners should at least have some understanding of it. Marketers are specifically interested in the behavior associated with groups or segments of consumers as it would be impossible to serve the exact needs and wants of specific individuals in a market and remain profitable.
hypothesis: The purchasing behavior of consumers is unpredictable.