1 A STUDY ON EMPLOYEE JOB SATISFACTION IN PANTALOONS RETAIL (IND), VISAKHAPATNAM MAJOR PROJECT Submitted by: NARESH PITHANA (MBA 2 nd year) 1225110232 Under the guidance ofMr.T.APPARAO Assistant Professor GITAM INSTITUTE OF MANAGEMENT GITAM UNIVERSITY VISAKHAPATNAM
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
This is to certify that the project work entitled “ A STUDY ON EMPLOYEE JOBSATISFACTION IN PANTALOONS RETAIL (IND) IN VISAKHAPATNAM ” is a bonafide work of NARESH PITHANA submitted for the fulfillment of MBA Degree atGITAM Institute of Management, GITAM University Visakhapatnam.
Edwin A. Lockes Range of Affect Theory (1976) is arguably the most famous job
satisfaction model. The main premises of this theory is that satisfaction is determined by
a discrepancy between what one wants in a job and what one has in a job. Further, the
theory states that how much one values a given facet of work (e.e. the degree of
autonomy in a position) moderates how satisfied/dissatisfied one becomes when
expectations are/are not met. When a person values a particular facet of a job, his
satisfaction is more greatly impacted both positively (when expectations are met) and
negatively (when expectations are not met), compared to one who does not value that
facet. To illustrate, if Employee A values autonomy in the workplace and Employee B is
indifferent about autonomy, then Employee A would be more satisfied in a position that
offers a high degree of autonomy compared to Employee B. this theory also states thattoo much of a particular facet will produces stronger feelings of dissatisfaction the more a
worker values that facet.
Dispositional Theory
Another well known job satisfaction theory is the Dispositional Theory. It is a very
general theory that suggests that people have innate dispositions that cause them to have
tendencies toward a certain level of satisfaction, regardless of one‟s job. This approach
became a notable explanation of job satisfaction in light evidence that job satisfaction
tends to be stable over time and across careers and jobs. Research also indicates thatidentical twins have similar levels of job satisfaction.
A significant model that narrowed the scope of the Dispositional Theory was the core
Self-evaluations Model, proposed by Timorthy A. Judge in 1998. Judge argued that there
are four Core Self-evaluations that determine one‟s disposition towards job satisfaction:
self-esteem, general self-efficacy, locus of control, and neuroticism. This model states
that higher levels of self-esteem (the value one places on his self) and general self-
efficacy (the belief in one‟s own competence) lead to higher work satisfaction. Having an
internal locus of control (believing one has control over her/his own life, as opposed to
outside forces having control) leads to higher job satisfaction. Finally, lower levels of
Fredrick Herzberg‟s Two factor theory (also known as Motivator Hygiene Theory)
attempts to explain satisfaction and motivation in the workplace. This theory states that
satisfaction and dissatisfaction are driven by different factors motivation and hygiene
factors, respectively. Motivating factors are those aspects of the job that make people
want o perform, and provide people with satisfaction. These motivating factors are
considered to be intrinsic to the job, or the work carried out. Motivating factors include
aspects of the working environment such as pay, company policies, supervisory practices,
and other working conditions. While Herzberg‟s model has stimulated much research,
researchers have been unable to reliably empirically prove the model, with Hackman &
Oldham suggesting that Herzberg‟s original formulation of the model may have been a
methodological artifact. Furthermore, the theory does not consider individual differences,
conversely predicting all employees will react in an identical manner to changes in
motivating/hygiene factors. Finally, the model has been criticised in that it does notspecify how motivating/hygiene factors are to be measured.
Measuring Job Satisfaction
There are many methods for measuring job satisfaction. By far, the most common
method for collecting data regarding job satisfacting is the Likert scale (named after
Rensis Likert). Other less common methods of for gauging job satisfaction include:
Yes/No questions, True/False questions, point systems, checklist, forced choice answers.
The Job Descriptive Index (JDI), created by smith, Kendall, & Hulin (1969), job
satisfaction that has been widely used. It measures one‟s satisfaction in five facets: pay,promotions and opportunities, coworkers, supervision, and the work itself. The scale is
simple, participants answer either yes, no, or decide in response to whether given
statements accurately describe one job. The Job in General Index is an overall
measurement of job satisfaction. It was an improvement to the job Descriptive Index
because the JDI focused too much on individual facets and not enough on work
satisfaction in general much on individual facets and not enough on work satisfaction in
Indian retail business values at around US$ 550 billion as of now and about four per cent of itaccounts for the organized sector. A report by Boston Consulting Group (BCG) has revealed thatthe country's organized retail is estimated at US$ 28 billion with around 7 per cent penetration. Itis projected to become a US$ 260 billion business over the next decade with around 21 per centpenetration.
Another report by Business Monitor International (BMI) suggests that enhancing middle and
upper class consumer base has set vast opportunities in India's tier-II & tier-III cities. The greateravailability of personal credit, improved mobility, better tourism et al, are all small, butsignificant contributors to the growth of Indian retail industry. Also, more and more companiesare willing to invest in India due to significant growth forecasts on gross domestic product(GDP) (BMI predicts average annual GDP growth of 7.6 per cent through 2015).
Luxury Retail Soars High
Without wasting any time to react on the Indian Government's decision of allowing 100 per centforeign direct investment (FDI) in single-brand retail, luxury brand retailers have announcedtheir expansion plans in Indian markets. Brands like Virtue, Christian Loubotin, Armani Junior,
among others, will open their exclusive stores at DLF Emporio in early 2012, while brands likeVan Laack and Diesel Black Gold will commence their operations by January 2012 itself.
A report by CII-AT Kearney revealed that Luxury brands market in India grew at a healthy 20per cent during 2010 reaching a size of US$ 5.8 billion. It further stated that the Indian luxurymarket stood at a value of US$ 4.76 billion in 2009 and is anticipated to be worth US$ 14.7billion by 2015.
Where on one hand the luxury electronics and car segments registered a growth of over 35 percent, fine dining grew by almost 40 per cent in 2010. Apparel and accessories, watches andpersonal care witnessed a substantial growth rate, between 24-30 per cent.
Similarly, India has surpassed the US to become the third largest men's luxury jewellery marketin the world in 2011, stated the researcher Euromonitor International. The researcher's studyprojected Indian men's jewellery market at Rs 954 crore (US$ 183.76 million) in terms of salesand made an anticipation for it to grow 36.4 per cent in 2012.
After the US, Germany has also come up in full support of FDI in retail in India. Metro AG, oneof the prominent German retail chains, has shown intentions to venture in Indian markets alongwith US' Wal-Mart and France's Carrefour.
Cumulative FDI inflows in single-brand retail trading during April 2000 to September 2011
stood at US$ 44.45 million, according to the Department of Industrial Policy and Promotion(DIPP).
Certain developments and investments that took place on the Indian retail canvas recently arediscussed below-
Real estate major DLF's subsidiary DLF Brands has struck a deal with Chicago-basedClaire's Stores Inc to bring the latter to India and open its 75 stores over 2011-16. Claire'sis a specialty retailer which targets young girls through over 3,000 stores globally.
French retail chain, Carrefour is on an expansion spree in India wherein it is about tofinalise lease deals across 10 to 12 sites in the country to open cash-and-carry (wholesale)
outlets. The world's largest retailer Wal-Mart will open an innovation lab in Bengaluru by the end
of 2011. The lab would be tasked to drive the US$ 422-billion company's next generationinnovations that impact shopping behavior among the customers.
US fast moving consumer good (FMCG) giant McCormick, that has recently formed a joint venture (JV) with Indian basmati rice brand Kohinoor Foods, intends to tap Indianpackaged food industry and achieve sales of US$ 85 million in the first year of operationsin the country.
FMCG firm GSK Consumer Healthcare (GSKCH) has made a debut into Indian breakfastcereal market by launching oats cereal under its flagship brand „Horlicks'. The breakfastcereal market in India is currently dominated by PepsiCo and Kellogg's.
Oral and dental hygiene products manufacturer Colgate Palmolive has decided to investRs 200 crore (US$ 38.52 million) to establish a greenfield facility at an upcomingindustrial estate in Sanand which is being developed by state-run Gujarat IndustrialDevelopment Corporation (GIDC).
Retailing over Internet
Indian retailers and consumer durables companies are joining the web bandwagon with India'sonline shopping industry registering phenomenal growth of almost 100 per cent annually. Indiahas more than 100 million internet users, out of which around half of them are up for onlinepurchases and the statistics is growing every year, says Google. Furthermore, the Indian online
retail industry would register annual growth rate of 35 per cent to increase from current size of Rs 2, 000 crore (US$ 385 million) to Rs 7,000 crore (US$ 1.35 billion) by 2015, according to aleading industry body.
The US$ 10 billion Indian e-commerce market is expanding exponentially (it grew 47 per cent in2011 to reach the present size) as rising internet penetration is making customers buy more andmore stuff online. Investors are also betting high in the industry; they poured around US$ 200million into Indian e-commerce start-ups in last couple of years.
Retail brands are expected to bring a great transformation in online space. Women's apparelretail brand Biba and tyre brand Bridgestone have become available online recently. Internet andMobile Association of India (IAMAI) expects online advertising to increase by 30-40 per cent in2011-12 on back of increased internet usage by retailers.
Government Initiatives
Finally paving way for foreign retailers like Wal-Mart, Tesco and Carrefour to open independentretail stores in India, the Government has initiated steps towards allowing 51 per cent FDI inmulti-brand retail and raising FDI limit in single brand retail from 51 per cent to 100 per cent.
Road Ahead
The BMI India Retail Report for the first quarter of 2012 released forecasts that the total retailsales will grow from US$ 422.09 billion in 2011 to US$ 825.46 billion by 2015. The reporthighlights strong underlying economic growth, population expansion, increasing disposable
income and rapid emergence of organised retail infrastructure as major factors behind theforecast growth.
The report further predicts that sales through mass grocery retail (MGR) outlets will increase by219 per cent to reach US$ 28.14 billion by 2015 while automotive sales would swell by almost44.8 per cent from 3.6 million units in 2011 to 5.21 million units in 2015. Consumer electronicsales are estimated at US$ 29.44 billion in 2011, with over-the-counter (OTC) pharmaceuticalsales at US$ 3.03 billion.
On the similar lines, global consultancy firm PricewaterhouseCoopers expects Indian retailsector to be worth US$ 900 by 2014 in its report „Strong and Steady 2011'.
Research methodology is the systematic way to solve the research problem. It gives an ideaabout various steps adopted by the researcher in a systematic manner with objective to determinevarious manners.
1.3.1 Research Design
A research design is considered as the framework or plan for a study that guides as well as helpsthe data collection and analysis of data. The research design may be exploratory, descriptive andexperimental for the present study.
The descriptive research design is adopted for this project.
1.3.2 Research Approach
The research worker contacted the respondents personally with well prepared sequentiallyarranged questions. The questionnaire is prepared on the basis of objectives of the study. Directcontract is used for survey, i.e., contacting employees directly in order to collect data.
1.3.4 Sample size
The study sample constitutes 100 respondents constituting in the research area.
1.3.5 Sampling Area
The study is conducted in employees of pantaloons store
1.3.6 Sampling Design
The researcher has used probability sampling in which stratified random sampling is used.
1.3.7 Collection of Data
Most of the data collected by the researcher is primary data through personal interview, wherethe researcher and the respondent operate face – to – face.
1.3.8 Research Instrument
The researcher has used a structured questionnaire as a research instrument tool which consistsof open ended questions, multiple choice and dichotomous questions in order to get data. Thus,Questionnaire is the data collection instrument used in the study. All the questions in the
questionnaire are organized in such a way that elicit all the relevant information that is neededfor the study
1.3.9 Statistical Tools
The statistical tools used for analyzing the data collected are percentage method, chi square, bardiagrams and pie diagrams.
1.3.10 Analysis of Data
The data are collected through survey and books, reports, newspapers and internet etc., thesurvey conducted among the employees of pantaloons . The data collected by the researcher aretabulated and analyzed in such a way to make interpretations.
Various steps, which are required to fulfill the purpose, i.e., editing, coding, and tabulating.Editing refers to separate, correct and modify the collected data.
Coding refers to assigning number or other symbols to each answer for placing them in ategoriesto prepare data for tabulation refers to bring together the similar data in rows and columns andtotaling them in an accurate and meaningful manner The collected data are analyzed andnterrupted using statistical tools and techniques.
1.5 Limitations of the study
the respondents. Hence 100% accuracycan‟t be assured.
researcher could not widenthe study.
personal interviewmethod.
Data Collection Methods:
The Information is collected in a Systematic Procedure in order to analyze and verify the
phenomenon. All the data required for completion of this study has been collected from both
primary and second sources.
Primary sources of data:
To prepare the structured questionnaire, a stratified random sampling technique was used. Along
with the questionnaire, ground and personnel discussions were also made with Consumers to
understand their views on the products of the retail outlets.
Out of 100 respondents, 40% of the respondents are employees, 25% of the respondents are
housewives, 24% of respondents are students, 6% of the respondents are retired and only 5% of
them were businessman.
From the above analysis it is clear that majority of the respondents are employees.
3. Income per month of the family from all the sourcesa. Less than Rs20, 000/- ( ) b. Rs20, 000/-toRs40, 000/- ( ) c.Rs40,000/-to<Rs60,000/- ( ) d.Rs60, 000/-toRs1, 00,000 ( ) e.Rs1, 00,000/- & above ( )
Table no.5: Income level of the respondents
Income level No. of respondents % percentage
Less than Rs20,000/- 19 19Rs20,000/- to Rs40,000/- 57 57
Rs40,000/-to<Rs60,000/- 15 15
Rs60,000/-toRs1,00,000 6 6
.Rs1,00,000/- & above 3 3
Total 100 100
Graph no.5: showing income level of the respondents
Out of 70 respondents, 18% of the respondents mentioned that their spouse are earning and
74.3% of respondents mentioned that they spouse are not earning.
From the above analysis it is clear that majority of the respondents spouse are not
earning.
5. Which organized retail outlet do you visit frequently?a. Big Bazaar ( ) b. Spencer‟s Hyper ( ) c. Spencer‟s daily ( ) d. Reliance fresh ( )e. More ( ) f. Others (please specify)___________________________
Table no.9: Retail outlet visited by the respondents
Graph no.10: Showing years of visiting by the respondents to the retail outlet
_
Interpretation:
Out of 100 respondents, 52% of the respondents mentioned that they were visiting the outlet
from 1 year to 2 year, 22% of the respondents mentioned that they were visiting the outlet less
than 1 year, 20% of the respondents mentioned that they were visiting the outlet from 2 years to
4 years, 5% of the respondents mentioned that they were visiting the outlet from 4 years to 6years, 1% of the respondents mentioned that they were visiting the outlet more than 6 years.
From the above analysis it is clear that majority of the respondents were visiting the
selected retail outlet from 1 year to 2 years.
6. How did you come to know about the outlet visited?a. Advertisement & publicity ( ) b. Friends & family ( ) c. Word of mouth ( ) d.Others (please specify)____________________________
Table no.11: how did the respondent come to know about the visited outlet
Graph no.12: showing preferential time of the respondents to visit the outlet
_
Interpretation:
Out of 100 respondents, 70% of the respondents prefer to visit the outlet between 6pm to 10pm,
21% of the respondents prefer to visit the outlet between 3pm to 6pm, 5% of the respondents
prefer to visit the outlet between 10am to 1pm, 4% of the respondents prefer to visit the outlet
between 1pm to 3pm.
From the above analysis it is clear that majority of the respondents prefer to visit the
outlet between 6pm to 10pm.
8. When do you prefer to shop?
a. First week days of month ( ) b. Holidays and Festival days ( ) c. Fresh arrivals ( )d .Discounts & offers ( ) e. As and when required ( ) f. Any other (pleasespecify)__________________
Table no.13: Respondents preference to shop
Preference to shop No. of respondents % percentage
Graph no.17: respondents awareness of special marketing efforts initiated by retail outlet to
attract more customer
_
Interpretation:
Out of 100 respondents, 79% of the respondents were aware of Loyality card a special marketingefforts initiated by retail outlet to attract more customer, 18% of respondents were aware of discount coupons a special marketing efforts initiated by retail outlet to attract more customer,3% of respondents were aware of Insurance coverage a special marketing efforts initiated byretail outlet to attract more customer.
From the above analysis it is clear that majority of the respondents were aware of
Loyality card a special marketing efforts initiated by retail outlet to attract more customer.
13. Time per visit you spend in the selected outlet?
a. Less than 1/2hr ( ) b.1/2hr-1hr ( ) c.1hr-2hrs ( ) d.More than 2hrs ( )
Table no.18: Time spend per visit by the respondent .
1) Saving schemes must be provided so that low income level customer can purchasemerchandise from retail outlet.
2) Stock the merchandise with more varieties at all time on the floor whenever the customerwants it.
3) Maintain express counters for customers who purchase small number of merchandise4) Price updates and discount offer updates of particular merchandise must be done beforeplacing it for sale.
5) Regular announcements of everyday special offer can influence the customer to purchase6) Entertainment & food court makes the customer( mostly youngsters) to stay for long time
in the store7) To promote the own brand product of the retail outlet provide more discounts to the
customer on purchase of it.8) As many of the customer prefer to buy on first week of the month so provide more
discounts and gifts to customer who shop later9) Customer service is more important as it add value to the money for what he pays
So proper trained staff must be made available for ease of the customer
10) Parking place must be provided for customers to drive regularly to the retail outlet11) Weekend day special offers can be displayed on the screens of the outlet which may
resort the customer for impulse buying.12) Seasonal merchandises must be communicated through signage‟s prior a week of its
arrival13) Home delivery of the merchandise purchased by the customer must be done in time14) Introduction of new and more varieties with good quality and discounts is suggested to
make the product promotion more efficient.15) It is suggested that the company should increase the usage of Internet for Promotional
activities
CONCLUSION
Consumer‟s behavior is often studied because certain decisions are significantly affected by their
behavior or expected actions. For this reason consumer behavior is said to be applied discipline.
1. In a general sense, the most important reason for studying consumer behavior is thesignificant role it plays in our lives. Much of our time is spent directly in the marketplace, eating or engaging in other activities. A large amount of additional time is spentthinking about products and services, talking to friends about them, and seeing or hearingadvertisements about them. In addition, the goods people eat and the manner in which
they use them significantly influence how they live their daily lives. These generalconcerns alone are enough to justify our study of consumer behavior. However, manyseek to understand the behavior of consumers for what are thought to be more immediateand tangible reasons.
2. The main reason behind this project was to find out the behavior of the consumer buyingbehavior while shopping at organized retail outlet because most of the populationsurveyed preferred to shop at Retail outlets and how day by day the consumers demandsare increasing and through this project I came to know that what are the various behaviorof a typical customer who shops at Organized retail outlet.
I am Shaik Mohammed Subhani student from GITAM University conducting survey on “Consumer
buying Behavior: A study of organized Retail outlets in Visakhapatnam city”. Please help me in this
survey process by filling the questionnaire given below .Your cooperation will be highly obliged.
Name (optional):________________________________________________________________Address a) Residential:
b) Office:_______________________________________________________Gender a. Male ( ) b. Female ( )Age a. <25 yrs ( ) b.25yrs-40yrs ( ) c. 41yrs-60yrs ( ) d. above 60yrs ( )
1 Education a. Under graduation ( ) b. Graduate ( )c. Post graduation ( ) d. other (please specify)________________________
2 Occupation a. Student ( ) b. Business man ( ) c. Employee ( ) d. House wife ( ) e.Retired ( )
3 Income per month of the family from all the sourcesa. Less than Rs20,000/- ( ) b. Rs20,000/-toRs40,000/- ( ) c.Rs40,000/-
to<Rs60,000/- ( ) d.Rs60,000/-toRs1,00,000 ( ) e.Rs1,00,000/- & above ( )4 Marital status a. Married ( ) b. Unmarried ( )5 Family size (number) a. 1-2 ( ) b. 3-4 ( ) c. 5-6 ( ) d. more than 6 ( )6 Is your spouse earning?
a. Yes ( ) b. No ( )7 Which organized retail outlet do you visit frequently?
a. Big Bazaar ( ) b. Spencer‟s Hyper ( ) c. Spencer‟s daily ( ) d. Reliance fresh ( )e. More ( ) f. Others (please specify)___________________________
8 Since how long you are been visiting the outlet?a. Less than 1 year ( ) b.1yr-2yrs ( ) c.2yrs-4yrs ( ) d.4yrs-6yrs ( ) e .above 6yrs ( )
9 How did you come to know about the outlet visited?a. Advertisement & publicity ( ) b. Friends & family ( ) c. Word of mouth ( ) d.
Others (please specify)____________________________10 Your preferential time to visit the outlet?
a. 10am-1pm ( ) b.1pm-3pm ( ) c.3pm-6pm ( ) d.6pm-10pm ( ) e. other pleasespecify_______
11 When do you prefer to shop?a. First week days of month ( ) b. Holidays and Festival days ( ) c. Fresh arrivals ( )
d .Discounts & offers ( ) e. As and when required ( ) f .Any other (pleasespecify)__________________
12 Shopping companion for buying on most of the occasions.a. Family (spouse/children) ( ) b. Friends ( ) e. Colleagues ( ) f. Relatives ( ) f.others (please specify)_______________________
13 How do you receive information about fresh arrivals/discount offers etc?a. News paper advertisement ( ) b. Television ads ( ) c. Personal letters ( ) d.
others(please specify) ____________________________14 Are you aware of special day marketing promotion?
a. Yes ( ) b .No ( )15 Are you aware of special marketing efforts initiated by the retail outlet to attract more