marketing project

1. INTRODUCTION

The project entitled “employee satisfaction” is done at MILMA Cattle feed, Cherthala.

The objective is to understand the job satisfaction of the employees in the organization.

The major insights of the project include knowing more about the employee satisfaction

levels. Employees play a vital role in the success of every product.

1.1. Job Satisfaction

Job satisfaction refers to a person’s feeling of satisfaction on the job, which acts as a

motivation to work. It is not the self satisfaction, happiness or self contentment but the

satisfaction on the job. The term relates to the total relationship between an individual

and the employer for which he is paid. Satisfaction does mean the simple feeling-state

accompanying the attainment of any goal; the end-state is feeling accompanying the

attainment by an impulse of its objectives. Job satisfaction does mean absence of

motivation at work. Research workers differently described the factors contributing to

job satisfaction and job dissatisfaction.

Hoppock describes job satisfaction as, “Any combination of psychological,

physiological and environmental circumstances that cause any person truthfully to say I

am satisfied with my job”.

The term “job satisfaction” refers to an employee’s general attitudes toward his job.

Locke defines job satisfaction as a “Pleasurable or positive emotional state resulting

from the appraisal of one’s job or job experience”, to the extent that person’s job fulfill

his dominant need and is consistent with his expectations and values. The job will be

satisfying there are three major theories of job satisfaction viz.,

Smith Kendall and Hulinhave suggested that there are five job dimensions that

represent the most important characteristics of a job about which people have affective

responses, these are:

The work itself: The extent to which the job provides the individual with the

interesting task, opportunities for learning and the chance of accept responsibility.

Pay: The amount of financial remuneration that is received and the degree to

which this is viewed as equitable vis-avis that of others in the organization.

Promotion opportunities: The chance for advancement in the hierarchy.

Supervision: The ability is on the supervision to provide technical assistance and

behavioral support.

Co-workers: The degree to which follow workers are technically proficient and

socially aware.

However, a comprehensive approach requires that may additional factors be included

before a complete understanding of job satisfaction can be obtained. Such factors as the

employee’s are, health, temperament, desires and levels of aspiration should be

considered. Further, his family relationship, social status, recreational or purely social-

contribute ultimately to job satisfaction.

1.2. Effect of Job Satisfaction

Job satisfaction has a variety of effects. These effects may be seen in the context of an

Individual’s physical and mental health, productivity, absenteeism, and turnover

Physical and Mental Health:

The degree of job satisfaction affects an individual’s physical and mental health. Since

job satisfaction is a type of mental feeling, its favorableness or unfavourablesness affects

the individual psychologically which ultimately affects his physical health. For example,

Lawler has pointed out that drug abuse, alcoholism and mental and physical health result

from psychologically harmful jobs. Further, since a job is an important part of life, job

satisfaction influences general life satisfaction. The result is that there is spillover effect

which occurs in both directions between job and life satisfaction.

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2. OBJECTIVES OF THE STUDY

1. To determine the level of satisfaction of the respondents regarding their job.

2 To study and understand the job satisfaction among the employees of the

Milma Cattle feeds.

3. To study the various factors which influence job satisfaction.

4. To offer suggestions to the company to improve their employee’s satisfactory

level.

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2. STATEMENT OF THE PROBLEM

Employee satisfaction and retention has always been an important issue. After all, high

level of absenteeism and staff turn over can affect the organization adversely. The study

on employee satisfaction helps to know employee preferences and their problems.

Satisfied employees tend to be more productive, creative and committed to their

employers, and recent studies have shown that there is a direct correlation between

employee satisfaction and customer satisfaction. Managers or leaders who can create

work environments that attract , motivate and retain hard working individuals will be

better positioned to succeed in a competitive environment that demand quality and cost

efficiency. Managers may even discover that by creating a positive workplace for their

employees, they have increased their own satisfaction as well.

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3. LIMITATIONS OF THE STUDY

1. The research was conducted within a limited duration. So a detailed and

Comprehensive study could not be made.

2. The sample was confined to 25 respondents. So this study cannot be regarded as “full

Proof” one.

3. Some respondents hesitated to give the actual situation. They feared that

management would take any action against them.

4. There was a fear of reprisal among the employees to reveal their personal feelings

and the result may not reflect the actual situation.

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4. ORGANIZATION PROFILE

4.1Cattle Feed Manufacturers

This section refers to Feed Manufacturers region wise and is further classified state wise

within their respective regions. The manufacturers listed usually have a network of

distributors, dealers and agents. The address, phone and fax numbers, installed capacity

and other details of these companies can be obtained from DAIRY INDIA 1997. The list

has been broken down into four parts categorized according to the region, of India, they

lie in: There are 86 cattle feed manufactures in south India. Kerala has only 8 industries

Higashimaru Feeds (India) LtdKerala Cooperative Milk Marketing Federation LtdKSE LtdKerala Trading CorporationKoyenco Feeds Pvt LtdPrima Agro Products LtdVijay Feeds & Farm Touns Pvt Ltd

Formed in June 1967 as The Compound Feed Manufacturers Association, CLFMA now

has around 200 members, including all sectors of the livestock industry. CLFMA OF

INDIA is recognized not only by livestock farmers, Central and State Governments,

Government Departments, Agricultural Universities, Veterinary Colleges and National

Research Institutes in the country, but also by related sectors outside the country.

CLFMA's views are solicited and reckoned with by our Central and

State Governments while formulating policies governing not

only animal feed industry but also the entire gamut of animal production.  

4.2 Company profile

Kerala Co-operative Milk Marketing Federation (KCMMF), popularly called milma was

established in April, 1980 with its Head Office at Thiruvananthapuram for the successful

implementation of the Operation Flood ( a dairy programme launched in 1970 under the

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aegis of National Dairy Development Board(NDDB).

The name milma represents:-

2678 Primary milk co-operative societies now functioning as on 31.03.2010

8.31 lakhs farmer members

Three Regional Co-operative Milk Producers' Union

Thirteen Dairies capable of handling 12lakhs

litres of milk per day

Ten Milk Chilling Centres

Two Cattle Feed Plants with cumulative capacity of 600MT per day

One Milk Powder Plant of 10MT per day capacity

A well established Training Centre

5,200 retail outlets

Over 32,000 people working either directly or indirectly for the functioning of

milma .

Apart from these they serve millions of consumers day-in and day-out.

Mission

The Objectives To channelise marketable surplus milk from the rural areas to urban deficit areas

to maximize the returns to the producer and provide quality milk and milk products to

the consumers .

To carryout activities for promoting Production, Procurement, Processing and

Marketing of milk and milk products for economic development of the farming

community.

To build up a viable dairy industry in the State.

To provide constant market and stable price to the dairy farmers for their produce.

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Network

The Motto of Co-operation of "of the people, by the people and for the people" is the

foundation of the "three tier system" followed by the organization. At the village level we

have the Village Milk Co-operative Societies which have the local milk producers as its

members. These Village Co-operatives unite at the Regional level and form Regional Co-

operative Milk Producers' Unions. These Unions are federated at the State level to form

State Federation namely Kerala Co-operative Milk Marketing Federation (KCMMF).

Provides Staff Management functions to support its Units & Regional Milk Unions.

KCMMF Head Office has well established Marketing, Purchase, Quality Control,

Finance, Project, Systems and HRD departments.

Marketing Brand Management

Lean Flush Management

Bulk trading of surplus products

Institutional supply contracts

Co-ordinated promotional activities

Packaging & Product Development

Procurement & Consumer Pricing

Purchase Centralised purchase of Dairy consumables

Purchase of Raw Materials for Cattle Feed Plants

Purchase functions of KCMMF Head Office

Quality Control Render technical & legal assistance to primary dairy co-operatives and Regional

Milk Unions .

Liaison and maintain quality of milk and milk products as per the standards.

Liaison with statutory authorities for bringing in suitable amendments in statutes.

Attend to consumer complaints on quality problems

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Balanced cattle feed is the major input provided to the dairy farmers of the State from the

Federation. There is a high level of acceptability for this product in the market. Milma is

now producing 600MT cattle feed a day. It produces both mash and pellet form of cattle

feed. In addition to augment the balanced feed and to support vitamin level in milch

animal, milma has come out with milma mineral mixture - "milma min". The cattle feed

is distributed to farmers at reasonable rate through Apcos, Dealers and Government

agencies.

5. REVIEW OF LITERATURE

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Job satisfaction represents the constellations of person’s attitude towards or about the job.

In general, job satisfaction is the attitude towards the job as a whole. Job satisfaction is a

function of satisfaction with different aspects of job, i.e. supervision, pay, works itself,

co-workers, promotion, etc., and of the particular weighting or importance one attaches to

these respective components( Locke, 1976)

Cranny, Smith and Stone cited that the study of job satisfaction is a relatively recent

phenomenon. It can perhaps be said to have begun in earnest with the famous Hawthorne

studies conducted by Elton Mayo at the western Electronic Company in 1920s during the

course of investigations. However they become convinced that factors of a social nature

were affecting satisfaction with the job and productivity. Since the Hawthorne studies

there has been an enormous output of work on the nature, causes and correlates of job

satisfaction. The traditional model of job satisfaction is that it consists of the total body of

feelings that an individual has about his job.

This total body of feelings involves, in effect, weighting up the sum total of influences of

the job, the nature of job itself, the pay, the promotion. The promotion prospects, the

nature of supervision and so on. Where the sum total of influences gives rise to feelings

of satisfactions the individual is job satisfied. Where in total they give rise

to feelings of job dissatisfaction the individual is job dissatisfied(Brief,1998). Improving

any one of these influences will lead in the direction of job satisfaction, making less

satisfactory any one of the influences will lead in the direction of the job dissatisfaction.

However, what makes a job satisfying does not depends only on the nature of the job, but

on the job expectations that individuals have of what their job should provide(Weiss

H.M,2002). Expectancy theory points to the importance of the individual’s expectations

of his job in determining job satisfaction. For individuals who have expectations that their

job should give them opportunities for pay, challenge, a failure of the job to meet this

expectation will lead to dissatisfaction compared to a situation where no such expectation

is involved. What expect expectation of individuals will have of a job may vary. For a

large number of reasons, some deriving from social others from individual causes.

These proposing an expectancy theory usually regarded over all job satisfaction as a

function of satisfaction with various elements of the job. Another theory that has

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dominated the study of the nature of job satisfaction is Herzberg’s famous “Two factory

Theory’s of job satisfaction. In this he claims that the factors which cause job satisfaction

are separate and distinct from the factors which job dissatisfaction (J.R.Heckman, 1976).

According to Fischer.A.D in 2007 the factors causing job satisfaction, which level

factors such as their relating to satisfaction with the job itself. The factors which cause

job dissatisfaction called hygiene are more concerned with conditions of work such as

pay and supervision. At no time does Herzberg argue a job satisfactory, except may be

for a short run.

Philip apple while has listed five major components of job satisfaction as, 1. Attitude towards work group.

2. General workings conditions.3. Attitude towards company.4. Monetary benefits and5. Attitude towards supervision

Other components that should be added to these five are the individual’s state of mind

about the work itself and about life in general. The individual’s health, age, level of

aspiration, social status and political and social activities can all contribute to job

satisfaction. A person attitude toward the job may be positive or negative (Pugliesi K.

1999).

Job satisfaction is not synonymous with organizational morale, which is the possession of

felling of being accepted by and belonging to a group of employees through adherence to

common goals and confidence in desirability of these goals. Morale is the byproduct of a

group, while job satisfaction is more of an individual stage of mind. However the two

concepts are interrelated in that job satisfaction can contribute to morale and morale can

contribute to job satisfaction. For many years managers generally have believed that a

satisfied worker is necessarily a good worker (Ashforth, B. E., & Humphrey, R. H. 1993).

Greene’s thesis is that if a performance problem exists, increasing an employee’s

happiness is for more pleasant than discussing with the worker his or her failure to meet

standards. Although happiness eventually results from satisfaction, this feeling goes

much deeper and is far less tenuous than happiness. Recent research evidence generally

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rejects the more popular view that satisfaction causes performance. The evidence does,

however, provide moderate support for the view that job effort causes satisfaction. The

evidence also strongly indicates that rewards constitute a more direct cause of satisfaction

that performance does and that rewards based on current effort causes subsequent

performance.

Abraham, R. (1999) states that research also indicates that a high level of job satisfaction

does have a positive impact is reducing turnover, absenteeism, tardiness accidents,

grievances and strikes. In addition, recruitment efforts by current employees generally are

more successful if these employees are well satisfied. Satisfied employees are preferred

simply because they affect the work environment positively. Thus even through a well

satisfied employee is not necessarily an outstanding performer; there are numerous

reasons for taking steps to encourage employee satisfaction.

A high level of satisfaction leads to organizational commitment while a low level or

dissatisfaction results in behaviours detrimental to the organization. It must be

remembered that satisfaction and motivation are not synonymous. Motivation is a drive

to perform, whereas satisfaction reflects situation. The factors that determine whether an

individual is adequately satisfied with the job differ from those that determine whether he

or she is motivated. The level of satisfaction is largely determined by the comforts

offered by the environment and situation (Organ, D. W., & Ryan, K. 1995).

Motivation on the other hand, is largely determined by the value of rewards and their

contingency on performance. Motivation results is added effort that is turn leads to

increased performance if the individual has the ability and result of high satisfaction is

increased commitment to the organized which may or may not result is better

performance (Saari. L. M., & Judge, T. A. 2004)..

A study on job satisfaction among workers in chemical unit (M/S. Shri Veeco chems

corporation, Cbe) Done by Mr. C.M. RAVIKUMAR (MBA project) in the year 1985.

The techniques used by the Researcher for analyzing the data were personal interview.

The Researcher interviewed sixty workers on the basis of sex, age, educational

qualification, experience, monthly income, marital status and family income.

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The tools adopted by the Researcher were percentage method of tabulation to

find job satisfaction.

A study on job satisfaction among bank officers in State Bank of India, Jabalpur

done by Mr.S. NAREND in his MBA project, in the year 1990. The techniques used by

the Researcher for analyzing the data were through questionnaire method. The

Researcher interviewed forty respondents on the basis of sex, age, educational

qualification, experience, monthly income, marital status and family income.

The tools adopted by the Researcher were average scoring and two-way table

method to find out job satisfaction.

A study on job satisfaction of Tea Plantation Workers with special reference to

Sheikalmudi Estate, done by Mr.K.Madhu In the year 1986 (M.Com project). The

techniques used by the Researcher for analyzing the data were through questionnaire and

personal interview method. The Researcher interviewed Sixty respondents on the basis of

sex, age, educational qualification, experience, monthly income, marital status etc.

6. RESEARCH METHODOLOGY

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6.1 RESEARCH DESIGN: Descriptive research design.

In this design, structural information is used to gather information.

6.2 METHODOLOGY

Sampling method: The two major methods are probability and non-probability sampling

technique. The study requires probability because the samples were chosen at random.

Hence, the study was dealt with sample random tool, which is one of the most popular

method sampling.

6.3 SOURCES OF DATA

The methodology this study consists of both primary and secondary data. These

dates collected from the respondents were through questionnaires. The primary data

were collected from the respondents; the secondary data were collected from the books.

6.4. SAMPLE SIZE

All the items consideration in any field of inquiry constitutes a universe of

population. In this research only a few items can be selected form the population for

our study purpose. The items selected constitute what is technically called a sample.

Here out sample size is 25 employees from the total population. The samples are

selected on the basis of convenient.

6.5. QUESTIONNAIRE SCHEDULE

Questions are framed in such a way that the answers reflect the ideas and thoughts of the respondents with regard to level of satisfaction of various factors of job satisfaction.

The following scaling techniques have been used for each question in the interviews schedule. 1. A = Agree

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2. DA = Dis Agree 3. UD = Undecided 4. SA = strongly agree

5. SDA = Strongly Dis agree

7. DATA ANALYSIS AND INTERPRETATION

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7.1. AGE OF THE RESPONDENTS

Age is an important factor that has an influence of job satisfaction. Hence

according to age levels the respondents are classified into three factors.

SL.NO AGE

NO. OF RESPONDENTS

PERCENTAGE (%)

1 BELOW 30

5

20

2. 30-40 12 48

3. ABOVE 40 8 32

TOTAL 25 100

INTERPRETATION: Majority of the respondents (48%) are in 30 to 40 years age group and 32% of the

respondents are above 40 years age group and 20% of the respondents are below 30 year.

age of the respondents

0

10

20

3040

50

60

AG

E

BE

LOW

30 30-4

0

AB

OV

E40

SL.NO 1 2 3

Series1Series2

Series3

7.2. GENDER

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There is as yet no consistent evidence as to whether women are more satisfied with

their job than men, bolding such factors as job and occupational level constant. One

might predict this to be the case. Considering the generally lower occupational

aspiration of women.

Sl.no GENDER

NO. OF RESPONDENTS

PERCENTAGE (%)

1. Male 20 80

2. Female 5 20

Total 25 100

INTERPRETATION: Majority of the respondents (80%) are male and 20% of the respondents are female.

0

20

40

60

80

100

120

Male Female Total

1 2

NO. OF RESPONDENTS

PERCENTAGE (%)

7.3. EDUCATION

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Education qualification of the respondents may affect the perception of job

satisfaction. Highly educated may expect much better work life than others. According

to educational qualification the respondents are classified into four categories as under.

Sl.no EDUCATIONAL STATUS

NO. OF RESPONDENTS

PERCENTAGE (%)

1 School level 8 32

2 Graduate 12 48

3 Post-graduate 5 20

total 25 100

INTERPRETATION: Majority of the respondents (48%) are graduate level and 32% of the respondents are school level and 20% of the respondents are post graduate.

0

20

40

60

80

100

120

School

level

Gradu

ate

Post-g

raduate tot

al

NO. OF RESPONDENTSPERCENTAGE (%)

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7.4. MARITAL STATUS The marital status may influence the job satisfaction as a personal factor. Because the

married people have some unavoidable responsibility.

Sl.no MARITAL STATUS

NO. OF RESPONDENTS

PERCENTAGE (%)

1 Married 21 85

2. Un- married 4 15

Total 25 100

INTERPRETATION: Majority of the respondents (85%) are married and 15% of the respondents are unmarried.

marital status

0

20

40

60

80

100

120

Married

Un- marrie

dTota

l

NO. OF RESPONDENTS PERCENTAGE (%)

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7.5. FAMILY SIZE

The respondents have been classified into three groups. The family number upto three

have been grouped as small size. Member between four to six is been grouped under

medium size family and above six members have been grouped under large size family.

Sl.no FAMILY SIZE NO. OF RESPONDENTS

PERCENTAGE

(%)

1. Upto 3 4 15

2. 4-6 17 70

3. Above 6 4 15

total 25 100

INTERPRETATION: Majority of the respondents (70%) are medium family (i.e., 4-6 members) and 15% of

the respondents are upto 3 members and another 15% of the respondents are above 6

members.

family size

0

20

40

60

80

100

120

FAMILY S

IZE

Upto 36-

Apr

Above

6tot

al

20

7.6. EXPERIENCE

The experience of the employees in their job is another factor affecting the

perception on job satisfaction. Highly experienced may expect better working

atmosphere and having less experienced satisfy with the existing one. The respondents

are classified into three categories according to their level of experience as under:

Sl.noEXPERIENCE NO. OF

RESPONDENTS

PERCENTAGE (%)

1 Below 5 yrs 5 20

2 5-10 yrs 12 48

3 Above 10 yrs 8 32

Total 25 100

INTERPRETATION: Majority of the respondents (48%) have 5-10 years of experience and 32% of the

respondents are above 10 years and 20% of the respondents are below 5 years of

experience.

0

20

40

60

80

100

120

EXPERIENCE

Below 5

yrs

5-10

yrs

Above

10 yr

sTota

l

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7.7. Monthly Salary

Man work to earn. Every employee in the organization will expect a correct pay to be

paid for the job done by him. The reasonable pay for each job which is performed in the

organization. This scale of pay may help for the job satisfaction to a greater extent.

Sl.no SALARY PER MONTH

NO. OF RESPONDENTS

PERCENTAGE (%)

1 Upto 10,000 10 40

2. 10,000- 15,000 10 40

3. Above 15000 5 20

total 25 100

INTERPRETATION

40% each of the respondents belong to salary group of upto Rs.10, 000 as well as

between 10,000-15,000. The remaining 20% are above Rs.15, 000.

0

20

40

60

80

100

120

Upto 10,000

10,00

0- 15

,000

Above

1500

0tot

al

NO. OF RESPONDENTS

PERCENTAGE (%)

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8. FINDINGS AND SUGGESTIONS

8.1 FINDINGS

Age: The percentage table reveals that the majority of the respondents belong to the age

group of 30-40.

Gender: From the percentage table the majority of the respondents are from the male group.

Educational qualification: From the percentage table the majority of the respondents are in graduate level.

Marital status The percentage table shows that the majority of the respondents are married.

Family size Majority of the respondents are form the 4-6 members family group

Experience From the percentage table majority of the respondents were in 5-10 years .

Monthly income: The percentage table indicates that the majority of the respondents are in upto

Rs.10,000 and Rs.10,000-15,000 salary groups.

8.2. SUGGESTIONS

The efficiency of the organization should be improved more and more measure

must be taken to increase the satisfaction level of the employees.

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9. CONCLUSION

The study done at Milma cattle feeds, Alapuzha helped to understand the employee

satisfaction in the organization. It provides an overall idea about the working of the

various departments. The study gives a practical experience of the complexities in the

working of the company.

Organization is providing the various measures for employee satisfaction. By

analyzing the various data provided by organization and also by employee survey, get

an idea that employee satisfaction in organization is above average.

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10. QUESTIONNAIREPERSONAL DETAILS

1. Name of the respondent:

2. Age:

3. Gender: Male Female 4. Marital status: Married Single

5. Educational Qualification: a) school b) graduation c) post graduation

6. How many years you are working in the organization: 7. Monthly salary: a) up to 10,000 b) 10,000-15,000 c) above 15,000

8. Number of dependents in your family: a) below 3 b) 4-6 c) above 6 9. Working hours:

JOB SATISFACTION SEGMENTS Kindly put tick ( ) mark in only answer from various alternatives given below. A = Agree DA = Disagree UD = Undecided SA = Strongly agree SDA = Strongly Disagree

1. Your salary is satisfied. i)A ii)DA iii)UD iv)SA v)SDA 2. Your job is very interesting. i)A ii)DA iii)UD iv)SA v)SDA

3. Your job description is clear. i)A ii)DA iii)UD iv)SA v)SDA

4. You feel that your job is secured one. i)A ii)DA iii)UD iv)SA v)SDA

5. You are not making many mistakes in your job. i)A ii)DA iii)UD iv)SA v)SDA

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6. You have the capability to achieve the targets in time. i)A ii)DA iii)UD iv)SA v)SDA

7. Your job does not create any physical aliments.i)A ii)DA iii)UD iv)SA v)SDA

8. Management builds and maintains work relationship. i) A ii) DA iii)UD iv)SA v)SDA

9. Grievance redressal. i) A ii) DA iii)UD iv)SA v)SDA

10. Your work is very challenging one. i) A ii) DA iii)UD iv)SA v)SDA

11. You feel over burden in your job. i) A ii)DA iii)UD iv)SA v)SDA

12. You get response form your superiors and subordinates. i)A ii)DA iii)UD iv)SA v)SDA

13. You have enough time to spend with your family. i) A ii)DA iii)UD iv)SA v)SDA

14. You feel that your working hours are convenient. i) A ii) DA iii)UD iv)SA v)SDA

15. You affect your personal problems in between the job. i) A ii)DA iii)UD iv)SA v)SDA

16. You maintain a good relationship with your colleagues. i)A ii)DA iii)UD iv)SA v)SDA

17. Your complaints are settled quickly by the courier. i)A ii)DA iii)UD iv)SA v)SDA

18. You feel your growth through in this courier. i)A ii)DA iii)UD iv)SA v)SDA

19.Facilities available in the courier are satisfactory. i)A ii)DA iii)UD iv)SA v)SDA

20. Classification of various services satisfactory.

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i)A ii)DA iii)UD iv)SA v)SDAREFERENCES

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3. Brief, 1998 cited in Weiss, H. M. (2002). Deconstructing job satisfaction: separating evaluations, beliefs and affective experiences. Human Resource Management Review, 12, 173-194, p. 174

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