Segmentation of behavior can be measured using the following indicators (Armstrong, 1997):
1. Benefits sought
One very powerful form of segmentation is to group buyers according to different benefits from the products they are looking for. Benefit segmentation requires the discovery of the main benefits people are searching for in-class product, the type of people who are looking for every advantage and major brands that have any benefits. Companies can use to clarify the benefit segmentation segments the benefits they want, its characteristics and main brands competing. They can also search for new benefits and launched the brand that provides such benefits.
2. User Status
Markets can be segmented into groups rather than users, former users, potential users, first time users and regular users of a product. Potential users and regular users may require different marketing appeal.
3. Usage Rate
Markets can be segmented into groups of users also light, medium and heavy. The number of heavy users often only a small percentage of the entire market, but produces a high percentage of total purchases. Users of products is divided into two parts just as much, some light users and heavy users partly by the level of purchases of specific products.
4. Loyalty Status
A market can also be segmented based on customer loyalty. Consumers may be loyal to brands, stores and companies. Buyers can be divided into several groups according to their level of loyalty. Some truly loyal customers, they always buy one kind of brand. Another group was somewhat loyal, they are loyal to the two brands or more than one product or a loved one brand but sometimes buy another brand. Other buyers are not showing any loyalty to the brand.