Comparison of structural outlay of archies and starmark

1. COMPARISON OF
STRUCTURAL OUTLAY OF
ARCHIES AND STARMARK
Nisha Mary Koshy
Persis Sherin David

2. Introduction
Archies:
• Is an Indian company based in New
Delhi.
• It has over 24 Outlets spread across
Chennai.
Starmark:
• Owned by the Emami Group.
• It has only 2 outlets in Chennai.

3. Observations
Archies:
• Outlet designed with glass materials.
• Bright and a very attractive structure, with a “Red”
theme.
• Smaller outlet as compared to Starmark.
• Variety of Gift items, kept in an appealing manner.

4. Starmark:
• Outlet designed with wooden materials.
• Professional look.
• Neat Product segmentation.
• Large area of Operation and a lot spacious.

5. DATAANALYSIS
• The frequency of buying gifts in a month by the
respondents:
0%
18%
78%
4% Always
Often
Rarely
Never

6. • Preference of the respondents while shopping for gifts:
Archies
68%
Starmarks
32%

7. • Reasons for choosing Archies by
respondents:
Attractive
Wide collections and easily accessible
Good outer appearance
Good Quality and reasonable prices
More Familiar brand
Widespread outlets.

8. Reasons for choosing Starmark by respondents:
Better options and nice layout
Appearance wise, it’s classy
Wide variety of products
Starmark is cooler in every way

9. • Factors that attracts the respondents towards
Archies:
2%
8%
24%
30%
32%
4%
Infrastructure Bright Colors
Variety of cards Availability of choices
Gift Collections Customer services

10. • Factors that attracts the respondents towards
Starmark:
8%
40%
11%
13%
28%
Infrastructure Variety of products
Customer services Brand image
Availability of choices Membership Privileges

11. • Preferred Starmark outlet by the respondents
in Chennai according to the study:
60%
40%
Starmark Outlets
Express Avenue Mall Phoenix market city

12. • Preferred Archies outlet by the respondents in
Chennai according to the study:
38%
20%
34%
8%
Archies Outlets
Express Avenue Grandmall Ampa Skywalk
Phoenix market city Mylapore Adyar

13. CONCLUSION:
Archies:
 Archies is smaller in size
 Attracting a lot of customers with its bright
colors
Starmark:
 Starmark is a larger operation.
 Many people aren’t aware of its existence.