premise: Unless companies have some knowledge of buyer behaviour, they would be unaware of and unfamiliar with the complex range of behavioural factors that impinge upon purchasing behaviour. The truth is that, like much of human behaviour, purchase behaviour is complex and multi-faceted. Even the simplest of purchasing decisions is an amalgam of behavioural forces and factors of which even the purchaser may not be aware. However, even though consumer behaviour is a complex subject, marketing planners should at least have some understanding of it. Marketers are Specifically interested in the behaviour 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: Purchase behaviour is not subject to the same whims as other aspects of human behaviour.