08 / Market Segmentation

Who We Serve

Precision segmentation lets KIVAM deploy resources where they matter, build a brand narrative that resonates deeply, and resist being everything to everyone.

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Demographic

  • ·Age 22–42 — peak earning & discovery years
  • ·Urban Ankara — Çankaya, Kavaklıdere, Gaziosmanpaşa
  • ·University-educated (62% of target zone)
  • ·Professional household income ₺40,000+/month
  • ·Dual-income households with discretionary spend
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Behavioural

  • ·2–4 café visits per week — habitual café-goers
  • ·Online research before specialty purchases
  • ·High social media engagement (Instagram, TikTok)
  • ·Sustainability-conscious buying decisions
  • ·Subscription & loyalty programme participation
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Psychographic

  • ·Values transparency and farm-to-cup provenance
  • ·Seeks experience and education over price-point
  • ·Community-oriented — the café as "third place"
  • ·Status through knowledge, not brand logos
  • ·Early adopter of artisan and craft categories

Customer Personas

E
Ece, 28
Digital Marketing Specialist

"I want to know exactly where my coffee comes from — and I want it to photograph well."

Instagram-nativeAesthetics-firstEco-consciousBrand advocate
💰₺600–900 / month on specialty beverages
📡In-store discovery · Instagram shoppable · Subscription
M
Mehmet, 23
Architecture Student, METU

"I need a third place to study, think, and occasionally discover something that surprises me."

Budget-consciousExperience-seekerCuriousCommunity-oriented
💰₺200–400 / month, 4+ visits/week
📡Walk-in · Kıvam Rewards · Weekly cuppings
Z
Zeynep, 36
Food & Lifestyle Content Creator

"My audience trusts my recommendations. I only recommend places I genuinely love."

High-spendContent producerBrand collaboratorTrend spotter
💰₺1,200–2,000 / month including gifts
📡In-store tastings · Gift boxes · Social commerce · Events
T
Tarık, 42
Senior Software Engineer

"My Saturday ritual: a slow morning, a really good grinder, and something new to try."

Equipment enthusiastWeekend ritualistGift buyerQuality over quantity
💰₺800–1,500 / month including equipment
📡In-store consultation · E-commerce · Equipment · Subscription