Product user segmentation

This is a kind of market segmentation in which consumers or users are divided in different groups called segments and this is done on the basis of product user. The preferable segment by the companies is the group of heavy users. Usually it is not a big group bit it counts for the high percentage when the total consumption is measured. That is why companies prefer to attract one heavy user then a few light users, but the problem with heavy users is that they are either too loyal to one brand which they are using for a long time, or they are not loyal at all, because they always look for the cheapest price.