Category: How To

Market research is the foundation of any successful business, especially when selling sarees online. The saree market is vast and diverse, catering to various tastes, preferences, and regions. To carve out your niche and effectively compete, you must first understand the needs of your potential customers and analyze the strategies of your competitors. Conducting thorough market research ensures that you make informed decisions about your product offerings, pricing, marketing efforts, and long-term business strategy.

Identifying Your Target Audience

The first question you need to ask yourself is: Who are you selling to? Understanding your target audience is the most critical part of market research. It’s important to define the demographic characteristics of your ideal customer, such as age, location, income level, fashion preferences, and lifestyle.

Here are some common customer segments in the saree market:

• Young Professionals: Young, career-driven women may be looking for modern, trendy, and easy-to-wear sarees. These customers often prefer lightweight, practical fabrics like cotton, linen, or chiffon, and they value versatility—sarees they can wear both to the office and social events. Brands that cater to this demographic often focus on contemporary designs and a modern aesthetic.
• Traditionalists: Some customers prefer classic, traditional sarees, such as Kanjeevaram, Banarasi, or Patola sarees. These women often seek out handloom or bridal sarees for special occasions, and they value intricate craftsmanship and authenticity. Customers in this segment are typically willing to spend more on high-quality, ornate designs.
• Fashion-Conscious Shoppers: This segment is interested in keeping up with fashion trends and may be more likely to experiment with bold colors, patterns, or fusion styles. These customers often look to influencers and fashion blogs for inspiration and are active on social media platforms.
• Eco-Conscious Buyers: Increasingly, some customers are concerned about sustainability and seek out eco-friendly fabrics, ethically sourced materials, and sustainable production processes. They prefer organic cotton, bamboo silk, or handwoven sarees produced by local artisans.

How to Understand Customer Preferences

Once you’ve identified your target audience, it’s essential to understand their preferences, pain points, and purchasing behaviors. Some strategies to gather insights include:

• Surveys and Questionnaires: Create simple surveys that ask your potential customers about their preferences, budget range, favorite fabric types, and whether they prefer ready-to-wear or customized sarees.
• Social Media Listening: Pay attention to conversations on social media platforms such as Instagram and Facebook. Follow hashtags related to saree fashion and observe what users are saying about designs, fabrics, colors, and trends.
• Customer Reviews: Browse through customer reviews on competing e-commerce platforms. This will give you valuable insights into what customers love about their sarees and what disappoints them, whether it’s fabric quality, delivery times, or customer service.
• Fashion Blogs and Magazines: Keep an eye on popular fashion blogs and magazines to stay updated on the latest trends in saree styles and ethnic wear. This can help you anticipate shifts in customer demand and adjust your product offerings accordingly.

Analyzing Competitors

Competitor analysis is equally important when you start selling sarees online. Knowing what your competitors are doing will help you identify gaps in the market, assess what’s working for them, and spot areas where you can differentiate yourself.

Here’s how to analyze your competitors effectively:

• Product Offerings: Study what types of sarees your competitors are selling. Are they focused on traditional handloom sarees, modern prints, or wedding collections? Pay attention to their unique selling points and figure out what makes their sarees stand out. This will help you find your own niche.
• Pricing Strategy: Evaluate how your competitors price their products. Are they offering premium products with high price tags, or are they more budget-friendly? Understanding their pricing structure will allow you to determine how to price your own products while remaining competitive.
• Marketing Techniques: How do your competitors market their sarees? Do they rely heavily on social media influencers, run online ads, or offer discounts and promotions? By observing these strategies, you can replicate successful tactics or explore untapped marketing opportunities.
• Customer Experience: Look at how competitors handle customer service, shipping policies, and returns. You’ll want to provide at least an equal, if not superior, customer experience. Positive customer interactions can be a major differentiator in the online saree market.
• Reviews and Feedback: Dive into your competitors’ customer reviews on platforms like Amazon, Myntra, or independent e-commerce sites. Negative feedback will help you identify potential pitfalls to avoid, while positive feedback can guide you toward strategies that work.

By combining these insights, you’ll be better equipped to develop a competitive strategy that resonates with your target audience while starting to sell sarees online.