What, in terms of marketing, is the importance of consumer behavior for a business firm?

If a firm wants to sell its products (and of course they do),
understanding the behavior of their potential consumers is absolutely vital.  The company must
understand the behavior of the consumers so as to know how to market their
product.

Consumer behavior refers to the ways in which consumers
decide what they will or will not buy.  Companies need to know this because knowing how customers
decide allows companies to market their products in ways that will appeal to consumers.  For
example, if you find out that customers decide what to buy in a store based on what they see
first, you would want to market your product by placing it in a display that would be seen when
customers enter the store or when they enter a certain department of the
store.