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Customer behavior are important for marketers to develop marketing strategies. Company must have a marketing strategy that could affect consumers who become the target market, so the determination of market segmentation, target market selection, and positioning as a guideline of the marketing mix strategy being effective.

In the process of marketing, segmentation does not stand alone. Kotler emphasized that segmentation is an integral part of the targeting and positioning. Kotler abbreviate this relationship as STP (Segmenting, Targeting, Positioning). This process is part of the creation and delivery of value to customers

The word "value" means to give pleasure to the customer ecause it received good service, price is satisfactory, the image is strong, and on time delivery. Furthermore, the value was developed with a more concrete in the form of marketing mix. Marketing mix form are very broad includes product design, find suppliers, pricing, distribution, and sales promotion.

To be able to determine a segmentation can be done by adjusting the conditions that are most relevant. Consumers have a difference in so many ways and each has the potential to form a segment, but in reality not all of these variables would be beneficial to all situations. As an example for the corresponding consumer markets are demographic variables, geographic, socioeconomic, psycho graphics. Each of these variables can be used to determine the segmentation, but must be chosen carefully to fit the product to be researched segmentation and tailored to the most relevant conditions.

Some researchers tried to form a segment with the observed characteristics of the consumer. Usually used are the characteristics of geographic, demographic, and psycho graphic. Geographic segmentation divides the market into geographic units as diverse as country, state, province, city, or the environment. Demographic segmentation is divided into groups based on demographic variables such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, and social class. While psycho graphic segmentation divides the different groups under the social class, lifestyle, and / or personality.

As reviewed in previous marketing article that there are several options segmentation, but what is the good segmentation?. To that end before a segment is selected, then it should determine the criteria that must be met, among others, as follows:

1. Can be measured. Size, purchasing power, and profiles of segments can be measured.

2. Great. segment are quite large and profitable to be served. A segment must be the largest homogeneous group of, has value to be achieved with a marketing program designed specifically for them.

3. Can be accessed. Segments can be effectively reached and served.

4. Can be distinguished. The segments can conceptually separable and respond differently to different elements and marketing mix. If a woman who has been married and has not gave the same response on the sale of perfume, then they are not separate segments.

5. Action can be taken. Effective programs can be formulated to attract and serve those segments.