Final answer:
Brand equity is not a behavior segmentation criterion; it refers to the value a brand adds to a product and is a result of consumer behaviors, not a behavior itself.
Step-by-step explanation:
The criterion that does not belong to behavior segmentation criteria is b. brand equity. Behavior segmentation involves dividing a market into groups based on consumer knowledge, attitudes, uses of a product, or responses to a product. The listed criteria typically include a. brand/supplier loyalty, c. usage rate, d. product penetration and e. benefits sought. Brand equity, however, pertains to the value that a brand adds to a product and is not a behavior but a result of various consumer behaviors and marketing efforts.