H. R. M. Project report on Employee Job Satisfaction

SYNOPSIS OF RESEARCH PROJECT

Chapter 1 IntroductionFig. 1

1.1 COMPANY PROFILECompany Name : - Vishal Mega MartAddress : - (Head Office) Plot No.332,

Near Telco Work Shop,

Behind Shokeen Farmlands,

Rangpuri,

New Delhi- 110000Tel:- +91-124-3945736

Company Type : - National (India)Website : - www.myvishal.comCommencement of Business1986

BusinessGrocery and Fashion Products

Industry ClassificationRetail

Table:11.2 COMPANYs NatureStarted as a humble one store enterprise in 1986 in Kolkata (erstwhile, Calcutta) is today a conglomerate encompassing 183 showrooms in 110 cities / 24 states. Indias first hyper-market has also been opened for the Indian consumer by Vishal. Situated in the national capital Delhi this store boasts of the singe largest collection of goods and commodities sold under one roof in India.

The group had a turnover of Rs. 1463.12 million for fiscal 2005, under the dynamic leadership of Mr. Ram Chandra Agarwal. The group had a turnover of Rs 2884.43 million for fiscal 2006 and Rs. 6026.53 million for fiscal 2007.

The groups prime focus is on retailing. The Vishal stores offer affordable family fashion at prices to suit every pocket. The groups philosophy is integration and towards this end has initiated backward integration in the field of high fashion by setting up a state of the art manufacturing facility to support its retail endeavors.

Vishal is one of fastest growing retailing groups in India. Its outlets cater to almost all price ranges. The showrooms have over 70,000 products range which fulfills all your household needs, and can be catered to under one roof. It is covering about 29, 90, 146 sq. ft. in 24 states across India. Each store gives you international quality goods and prices hard to match. The cost benefits that is derived from the large central purchase of goods and services is passed on to the consumer INFRASTRUCTUREVishal Retail Ltd. has a factory in Gurgaon, Haryana. This factory has more than 700 imported machines that have a capacity to manufacturer 150000 pieces a month. The factory occupies 80000 sq ft of covered space. The Vishal group indirectly gives employment to more than a 1000 people. These people work in ancillaries that supply finished goods to the company. They have 10 warehouses that cater to 132 showrooms in 20 states/81 cities. It is covering about 2059292 sq. ft. .in 20 state across India. Global Retailing

The top 200 Retailers alone contribute for 30% of worldwide demand. Retail sales is generally driven by peoples ability (disposable income) and willingness (consumer confidence) to buy goods and services. Money spent on household consumption worldwide has increased by 68% between 1980 and 2003. The leader has unquestionably been the USA where some two-thirds or $ 6.6 trillions out of the $ 10 trillions American economy is consumer spending. Consumers are spending around $ 3 trillions on discretionary products and services. Retail turnover in the European Union is around Euros 2000 billion and the average growth in this sector seems to be following an upward trend. The Asian economies (excluding Japan) are expected to grow at 6% consistently till 2005-06. Positive forces at work in Retail consumer markets today include high rates of personal expenditures, low interest rates, low unemployment and very low inflation. Negative factors that impact retail sales involve weakening consumer confidence.

Top Retailers of the World:

Rank Country of Origin Name of Company Formats

1 US Wal -Mart Discount, Hyper market,

Supermarket, Superstore, Warehouse

2 France Carrefour Cash& Carry , Convenience, Discount, Hypermarket, Supermarket

3NetherlandRoyal Ahold Cash and Carry

4 US Home Depot DIY, Specialty

5 US Kroger Convenience, Discount, Specialty, Supermarket, Warehouse

6 Germany Metro AG Cash& Carry, Department, DIY, Hypermarket, Specialty, Superstore

7 US Target Department, Discount

8 US Albertsons Drug, Supermarket,

Warehouse

9 US Kmart Discount, Superstore

10 US Sears Department, Mail Order, Specialty

Table 2Type of Retailers:

Retail Organizations have shown great variety and different format of stores are coming up quite rapidly. Generally Retailers can be of six types.

1. Specialty Store

This stores are characterized by narrow product lines but with deep assortments such as Apparel Stores , Sporting goods store, Furniture store ,Florist and Book store. Under this also there could be specializations like limited line store ( eg. Mens clothing store) and Super specialty store (eg. Mens custom shirt store ). Example of such stores are Athletes foot ,Tall men.

2. Departmental Store

Several Product Lines typically clothing ,home furnishing and household goods with each line operated as a separate department managed by specialist buyers and merchandisers Examples Sears, JC Penny , Nordstrom.

3. Supermarkets

Relatively large ,low cost ,low margin high volume ,self service operation which is designed to cater total needs for food, laundry, household maintenance products .Supermarkets earn an average profit of only 1 percent on sales. Example : Safeway, Kroger. 4. Convenience Store

These are the stores which are relatively small in size and they are located near residential area , normally remains open seven days a week and carrying a limited line of high turnover convenience products at slightly high prices. Many have added take away sandwiches , coffee and pastries. Example : 7-Eleven ,Circle K

5. Discount Stores

Standard merchandise sold at lower prices with lower margin but higher volumes. Actual discount stores regularly sell merchandise at lower prices and offer mostly national brands. In Discount retailing , Discount specialty retailing is also present eg. discount electronic store or discount book store Example : Wal- Mart (all purpose discount store) , Kmart . Specialty : Crown Bookstore.

6. Off Price Retailers.

Merchandise bought at less than regular wholesale prices and sold at less than retail prices. Often left over goods , irregulars obtained at reduced prices from manufacturers and other retailers.

Factory outlets are owned and operated by manufacturers and they normally carry manufacturers surplus ,discontinued and irregular goods. Example : Mikasa (Dinnerware ) and Dexter(Shoes).

Characteristics of Retail Industry:

The spectrum of Retail Industry is quite wide in nature. Retail serves consumers through a small grocery store to a huge departmental store. Retail Industry is heavily dependent on consumer spending. In fact 2/3 of US GDP is coming from Retail business. Retail is the second largest industry in US. It has employed 23 Million people . During economic slow down consumer spending decreases and it poses threat to the Retail industry. Consumers confidence is one of the key drivers of the industry.

Decline in Small Stores

It is observed that small independently owned stores are gradually loosing their foothold in the market place. These stores are generally called Mom and Pop stores and they offer limited merchandise to the consumer. These store are facing stiff competition from the large departmental stores or superstores and in this process they are closing down their shutters. In many locations the arrival of a superstore has forced nearby independents out of business. In the book selling business Barnes & Noble superstore or Borders Books and music usually puts smaller bookstores out of business. This is a major characteristic prevailing worldwide. But it is also true that many small independent outlets still thrive by knowing their customers better and providing them with more personalized service.

Internet and E-Commerce

Internet the ubiquitous medium has opened a new avenue in front of the Retailers. It has offered an opportunity to the consumers to shop from the home. As it stands today overall Retail sales through internet may not be that significant but gradually it is gaining popularity amongst consumers. Amazon.com is the company which is very successful in this E commerce domain.

Repositioning of Departmental Stores

The appeal of big departmental store is in the wane and they are trying to reposition themselves. They are repositioning their product lines to survive in this highly competitive market eg. A departmental stores which is supplying general merchandise to the consumer is changing themselves to a giant apparel store.Rise in Discount stores

Supremacy of Discount store is also one of the distinct characteristics of Retail Industry today. Discount stores offer money back guarantee, every day low price etc to lure customers. They also provide floor help and easy access to the merchandise to facilitate the consumer. Wal- Mart the worlds largest Retailer comes under this category of Retail store. Category KillersThere are Retailers who actually concentrate on one particular product category and grab a lions share of that market and outperform their competitors. They are called Category Killers. Toys R Us (Toy market ), Home Depot (Home Improvement) , Staples (Office Supplies) are the examples of such Retailers who have grabbed a major market share in that product category and they have forced a reduction in the number of players in that product segment. This is also a distinct trend observed in the current Retail market. Ten years back there were number of players in the toy market and no one was controlling more than 5% of market share but now the number of players has come down to six and Toys R Us is enjoying 20% market share.

Direct Marketing

With the advancement of technology Retailers have found another sales channel through which they can reach the consumer and this is direct marketing. Direct marketing has their root in direct mail and catalog marketing (Lands End and LL Bean). It includes telemarketing, television direct response marketing. (Home shopping network, QVC) . Although an overwhelming majority of goods and services is sold through stores, non store Retailing is also growing at a faster rate. Direct selling is $9 Billion industry with around 600 companies selling door to door. Avon ,Electrolux ,Southwestern company ,Tupperware and Mary key cosmetics are the examples who have adopted this strategy successfully.

Demographic Changes

Retail industry is impacted by the demographic changes. As a result of this change taste of the consumer is undergoing a change and it creates a demand for certain products. World wide Retailers are keeping a close watch on this change and they are trying to realign themselves with this change.

Mergers and Acquisitions Retailers who want to dominate the market place have adopted the strategy of mergers and acquisitions. This is also one of the distinct trends in Global Retail Industry today. Instead of achieving an organic growth Retailers can grow significantly with the help of mergers and acquisitions. This helps them to occupy more shelf space in the market place. As the volume increases they are establishing better control over their suppliers and they are reducing the procurement cost and in that way they are boosting their profitability. This is driven by the economic growth factors, size ,revenue pattern and the customer demand. Sears and Lands End merger is one of the significant mergers which has happened in recent times. Another important example would be Nikes acquisition of Hurley, a well known surfing brand. This has helped Nike to enter in to a new market segment.

Operational Issues:In order to survive in this Industry, which is driven by the consumer demand Retailers need to successfully counter the operational issues. If the Retailers fail to diagnose and address those operational issues their existence will be jeopardized. Supply Chain Management and Logistics

The process of getting goods to the customer has been traditionally known as Physical Distribution. Physical Distribution starts at the factory and it ends at the store. Nowadays the definition of Physical distribution is expanded and a broader concept has come which is Supply Chain Management. Ideally Supply Chain Management encompasses the material flow from suppliers suppliers to the final destination. Retailers need to have a grip on that whole chain in order to control the procurement and delivery cost. This will help them to choose the right supplier for the merchandise. Retailers need to come out of the constricted view about the supply chain which is viewing the market as a point to point destination, instead they need to consider the holistic picture which is a part of Market Logistics. Market Logistics involves physical flow of materials from point of origin to the point where it meets the customers requirement.

This Demand Chain orientation can help them to cut down the procurement cost to a great extent. IKEA the global furniture retailing giant has successfully addressed this issue and they are able to sell quality furniture at a much lower cost than his competitors.

Pricing

In Retailing environment pricing has become a burning issue to the retailers. Customers expectation from a Retail store has become very high and customers are looking for more and more bargain prices. This situation can be referred as Price drought . Price deflation is taking hold in the Retail environment and any reduction in volume is complicating the scenario further. This trend is quite evident in Apparel and Consumer goods market. Pricing seems to be a key positioning factor and must be decided in relation to the target market , Assortment mix and competition. Strategic pricing has become an important strategic tool to the retailers. Airlines Industry started this strategic pricing technique where the underlying philosophy is not all consumers want a particular product at the same time and the degree of demand will also vary. With this idea in mind different consumers are charged different prices for the same product or service. Retailers need to adopt the right pricing tactics in this environment of fierce competition. Retail stores markdown the price for some items to attract people, this is called traffic building. They also run storewide reduction sell. It is observed that a shoe Retail outlet sells 50% of the product at normal mark up , 25% of the product at 40% mark up and remaining 25% at cost. Some Retailers have done away with sales pricing and they are resorting to everyday low price (EDLP). It leads to lower advertising cost , greater pricing stability and higher Retail profits. Wal- Mart uses this kind of pricing strategy.

Sales Channels

Design of sales channel is also a key operational issue in todays Retail industry. Technology has become one indispensable business component and Retailers need to make use of this successfully. Retailer needs to come out from the mindset of traditional store retailing and they need to use all available channels to reach a wider consumer community. Amongst Non store Retail channels Internet and E commerce is gradually gaining popularity. Consumers do not need to come to store for buying goods or service they can do that over a click of a button from their drawing room. Retailers need to derive benefit from that . Marketing through call centre or catalogue marketing is also an emerging trend . Retailers need to choose sales channels carefully and need to use all those channels effectively to acquire more customer centricity. Ultimate objective here is to offer a consumer a tailor made shopping experience and to provide more easy access to his product and service offering.

Strategies in Retail:

A business firm can not travel in an unplanned way . To encounter the business challenges in a highly competitive environment and to find out a sustainable growth road map Retailers need to realize the importance of strategic planning. Strategic planning can be viewed as a stream of decisions and activities which lead to Effective business strategies which help the organization to fulfill its objectives. Retail landscape is changing rapidly and in this changing economic environment Retailers need to find out the right strategy which will help them to cope up with this environment and empowers them to take right decisions for the future. Adopting correct strategy will help the Retailers to optimize their resources and also it will give an edge over its competitors. Margin and Turnover are the two important parameters of Retail Industry and the Retail operations can be classified into four groups/quadrants.

i) High Margin and High Turnover eg. a convenience food store

ii) Low Margin and High Turnover eg. a discount store

iii) Low Margin Low Turnover i.e .a dying business

iv) High Margin Low Turnover eg. an up market specialty store.

Retail business needs to formulate the suitable strategy after considering its strengths and weaknesses. Hence SWOT analysis will be an effective tool in determining the correct strategy for the particular category of retail business.

IT in Retail:

Information Technology has become a key business driver in todays world. Retailers are also trying to reap in the benefits of the technology. Thus technology has become a critical and competitive tool for surviving in the business. Retailers are using software systems to manage and plan their inventory , to reduce the procurement costs , electronic ordering , electronic fund transfer , e mail communication and for many other things. IT is poised to take a much bigger role in Retail Industry however the high implementation cost of IT projects has restricted many Retailers to go for proper IT solution. IT growth areas in Retail are mentioned below.

Supply Chain Management:

Supply chain is one of the focus areas for the Retailers and immense opportunity of business process improvement and scope of technological empowerment is there in this area. In todays tough economic climate customers have become price sensitive and there is a price draught in the market . Retailers are struggling to control the cost and in this environment effective Supply Chain Management can act as a big contributor. It helps them to integrate with their suppliers and through collaborative planning retailers can reduce the cost. SCM solutions will enable Retailers to track their inventory movement from suppliers premises to the point of sale. It gives a better visibility in the area of demand planning, forecasting and inventory management. Worlds largest Retailer Wal Mart has adopted a state of the art SCM system which not only tracks the inventory but also it increases the efficiency of the process. Wal Mart has also introduced the Radio Frequency Identification (RFID) of merchandise.

CRM

CRM continues to be a growth area for IT in Retail sector. Advancement in this field helps to maintain sophisticated customer database and systems that can maximize multi channel returns. This helps the retailers to understand the customers demand pattern and enables them to offer a tailor made shopping experience.

Internet

Internet has unfolded lot of opportunities to the Retailers. Retailers can do business over internet. It can also be used as a communication medium. Successful Retail community uses internet technology for reliable communication between Retailers , customers and suppliers.

Business Intelligence

Business Intelligence is an effective analytical tool which helps the Retailers to understand the eco system of retail business . It helps the business community to take mission critical business decisions which will help them to navigate in the right direction. In todays world Retailers equipped with such data mining or data warehousing tool can have the micro level understanding of customer demand.Retail scenario in India:Overview :

Economic liberalization has brought about distinct changes in the life of urban people in India. A higher income group middle class is emerging in the Indian society. Demographic changes have also made palpable changes in social culture and lifestyle . In this environment Indian Retail Industry is witnessing rapid growth . AT Kearney has ranked India as fifth in terms of Retail attractiveness. The industry has got tremendous potential but it also requires sufficient capital flow. Current Foreign Direct Investment policy of Indian Government does not allow any foreign direct investment in this sector however different global retail players are seriously eying this market.

Industry Characteristics :

Indian Retail Industry is the largest employer after Agriculture (around 8% of the population) and it has the highest outlet density in the world however this industry is still in a very nascent stage. The whole market is mostly unorganized and it is dominated by fragmented Kirana stores. A poor, supply chain and backward integration has weakened the whole process. Organized corporate retailers contribute only a negligible percentage of the overall retail business. Organized and trained Retail workforce is not available in India and the overall skill level is low mainly because of the low maturity level of the Industry.

Business Opportunities

However India can unveil significant business opportunity to the Retailers. Indian retail sector is estimated to have a total market size of $ 180 Billion. A McKinsey report on India says organized retailing would increase the efficiency and productivity of entire gamut of economic activities, and would help in achieving higher GDP growth. The factors responsible for the development of the Retail sector in India can be broadly summarized as follows:

1. Rising incomes and improvements in infrastructure are enlarging consumer markets and accelerating the convergence of consumer tastes. Looking at income classification, the National Council of Applied Economic Research (NCAER) classified approximately 50% of the Indian population as low income in 1994-95; this is expected to decline to 17.8% by 2006-07.

2. Liberalization of the Indian economy which has led to the opening up of the market for consumer goods has helped the MNC brands like Kellogs, Unilever, Nestle, etc. to make significant inroads into the vast consumer market by offering a wide range of choices to the Indian consumers.

3. Shift in consumer demand to foreign brands like McDonalds, Sony, Panasonic, etc.

Major Retail Players in India:

Retailer Current Turn Over in Rs. Crore

Pantaloon 700

RPG550

Shopper Stop400

Life style230

Westside120

Ebony85

Piramyd72

Table 3

1.3 Companys Vision & MissionValues:Operate with these values in mind: Customer satisfaction

Teamwork

Respect for the individual

Diversity

Integrity

Mission:Provide Customer Care ,Satisfaction and services that add value to the relationships between company and customers.

Fulfilling corporate social responsibility which includes:

Customers: Serve a wide range of customers in many different vertical markets.

People: As a company, relationships with employees should be built on trust and a sincere respect for the individual.

Environment: Working environments should be designed to optimize performance and efficiency while reducing energy consumption, waste and pollution.

1.4 Location

Fig. 2Vishal Retail Ltd. has a factory in Gurgaon, Haryana. This factory has more than 700 imported machines that have a capacity to manufacturer 150000 pieces a month. The factory occupies 80000 sq ft of covered space. The Vishal group indirectly gives employment to more than a 1000 people. These people work in ancillaries that supply finished goods to the company.

Vishals 10 warehouses cater to 183 showrooms in 24 states/110 cities across India. It is covering about 29, 90, 146 sq. ft.

1.5 Size of the organization:

Company has 125000 employees with a very Big retail chain of management.

1.6 SWOT Analysis

Some of the strengths and weaknesses of Vishal Mega Mart are outlined below.

STRENGTHS:

i) Understanding of the value retail segmentii) Supply chain managementiii) Logistics and distribution networkiv) Geographical spreadv) Identifying new locationsvi) Private labelsvii) Information technology systemsviii) Experienced and skilled management team WEAKNESSES:

i) Slow performance of the Stores

ii) Advent of Category Killers.

OPPORTUNITIES:

i) Increasing penetration in the country by leveraging our supply chain, distribution and logistics network

ii) Emphasis on Backward Integration

iii) Expansion of FMCG

iv) Procurement from low-cost production centres outside India

v) Increasing customer satisfaction and our base of loyal customers

vi) Continue to upgrade information technology systems and processes

vii) Continue to train employees and seek entrepreneurship from employees

THREATS:

i) Demise of Independent small stores

ii) Demographic Changes1.7 Product Range Of The CompanyPRODUCT CATEGORIES

- HOME FURNISHING

Drawing Room Bedroom

Door Mat

Bed Sheet

Carpet

Pillows

Curtains

Pillow Cover

KitchenBathroomApron

Bath Mats

111Kitchen Napkin

Towel Gift Sets

Fig. 3

- SPORTS & FITNESS

INDOOR GAMES OUTDOOR GAMES

Basket Ball

Cricket Bat

T.T. Bat

Football

Boxing Kit

Lawn Tennis

Swimming Costumes

Tennis Racket

Water Ball

Tennis Ball

Fitness Equip. Personal Gym

Fig. 4

- FOOTWEAR

BOYSGIRLS

Shoes

Slippers

Sandals

Sandals

LADIESMENSShoes

Shoes

Slippers

Slippers

Fig. 5- TELEMART

CommunicationMobile Accessories

Mobile

Mobile Batteries

Mobile Charger

Mobile Dori

Fig. 6

- MENS

UpperLower

Shirt Casual

Jeans(MP)

Shirt Formal

Cotton Trouser(MPC)

Ethnic & Sports Winter Wear Night Suits

Suit(WMC)

T-Shirts

Blazer(WMB)

Dupatta

Windcheater(WMW)

Sherwani

Jacket

Fig. 7

- LADIES ACCESSORIES

UpperLower

Kurta

Pants Jeans

Skirt Top

Capri

Ethnic Winter Wear Nighty

Jackets

Lancha

Stawl

Sharara

Blazer

Salwar Suit

Track Suit Fig. 8

INFANTS

GarmentsAccessories

Hot Pant

Bed Sheet

Frock

Under Garments

Baba Suit

Socks

Winter Wear Sweater

Pull Ove Fig. 9

- WOMEN

SareesPersonal Items

Fancy(SRF)

Cap(LCA)

Synthetics

Socks(Las)

Banarsi

JewelleryCosmeticsNecklace

LIp Gloss

Ring

Nail Polish

Fig. 10

- KIDS BOYS

LowerSetsWinter Wear

Jeans

Night Suit

Suit

Bermudas

Baba Suit

Blazer

Dungries

Jacket

UpperEthnicShirt Formal

Kurta- Pyjama

T-Shirt

Sherwani

Fig. 11- KIDS GIRLS

LowerSetsWinter Wear

Hot Pant

Night Suit

Hipster Set

Skirt

Capri Set

Blazer

Dungries

Jacket

UpperEthnicTops(GWT)

Sharara

Frock(GFK)

Lancha

Fig. 12

- TRAVEL ACCESSORIES

LuggagesPortfolio Bags

Suitcase

Shoulder Bags

Executive Bag

School Bags

Pouch & CasesWaist Pouch

Vanity Cases

- HOUSEHOLD Fig. 13

Acrylic Ware CopperSteel

Fig. 14Dinner Set

Jug

Cake Server

Home Aids Pressure Cooker Non Stick Floor Wiper

Cooker

Handi

Sanitary Brush

Pressure Pan

Dosa Tawa

General Plastic GoodsElectrical App.Bone China Coffee Mug

Chopper

Soup Set

Bucket

Microwave Oven

Dessert Set

Glass Ware Thermo Ware PorcelainCup

Tiffin

Cup & Saucer

Lemon Set

Container

- LIFESTYLE

Time Zone OpticalsGifts & Novelties

Ladies Wrist Watch

Ladies Sun Glass

Flower Vase

Mens Wrist Watch

Mens Sun Glass

Key Chain

Mens Accessories Electric & Electronics Items Perfume/DeoBelts

Battery(ABT)

Spray

Wallets

Calculator(EEC)

Deo Fig. 15

- TOYS & GAMES

Soft Toys DollsCycles & Scooters

Musical Toys

Barbie Doll

Cycles

Non-Musical

Other Dolls

Scooters

Board Games Infant Toys Video Games Wooden Blocks

Teether

T.V. Video Game

Puzzles

Swing

Hand Video Game

Fig. 16- STATIONARY

School OfficePaper Mart

Exam Board

Office File

Diary

Clay

Punching Machine

File

Party Stuff

Balloons

Ribbons

Fig. 17SOME POPULAR BRANDS OF VISHAL MEGA MART

Zeppelin :

Men Shirts & Trousers

Fizzy Babe :

Ladies & Kids Girls

Kitaan Studio :

Men Shirts & Trousers

Jasmine :

Ladies & Kids Girls

Blues & Khakis :

Men Trousers

Zero Degree :

Kids Boys

Paranoia :

Men Shirts & T-Shirts

Soil :

Men Shirts

Chlorine :

Men Shirts

Massa Bay :

Men Trousers & Bermudas

Fume :

Men Shirts, T-Shirts, Undergarments.

Table 41.8 Organizational Structure

ORGANIZATION STRUCTURE OF VISHAL MEGA MART, NEW DELHI

SECTIONS AT VISHAL MEGA MART, NEW DELHI

1) EDP(Execution Data Processor) section for system update

2) DC(Distribution Centre) section for store-keeping

3) House-keeping sectionA new division has been started in Vishal Mega Mart of NewDelhi i.e., Vishal Care++ which deals in sale of commodities. It offers following insurances:

1) DLF Pramerica Life Insurance

2) Reliance General Insurance

3) Royal Sunderam General Insurance

4) Max New York Health Insurance

5) ICICI LombardSTORE DIRECTORY

GROUND FLOOR

Food Mart

Mens Wear

Life Style

Electronics

Computers

FIRST FLOOR

Ladies Wear

Kids Wear

Footwear

Home ware

Sports & Fitness

Travel Accessories

Restaurant

Household Items

Stationary

JewelleryChapter 2 Literature ReviewMotivation and job satisfaction in one government research and development environment

Engineering Management Journal,Dec 2000 by Leach, Frederick J, Westbrook, Jerry D

ABSTRACTMany factors affect motivation and job satisfaction in a research and development environment. This study was conducted at a U.S. government research laboratory to determine the factors that are important to motivation and to job satisfaction. Data from researchers and managers were collected and compared. The framework used for this study is Frederick Hertzbergs motivation hygiene factor theory. The results demonstrate that with small differences, Hertzbergs theory generally applies to this environment. Researchers and managers agreed on the importance of various factors in motivating performance. But they did not agree on the importance of various factors in job satisfaction. More researchers reported lower job satisfaction than managers.

Benefits Of High Internal Work Motivation Comparing Retail Sector To Manufacturing Journal of Diversity Management Third Quarter 2008 Volume 3 by Rickey Casey, University of the Ozarks, USA

Jay Robbins, Ouachita Baptist University, USA ABSTRACT The Hackman and Oldhman Model have been tested in several areas with additional testing needed in the service sector. This study tested the model within a manufacturing company and evaluated several of the dimensions of the model. This paper evaluates two of these dimensions; high internal work motivation and task significance. The plan that was surveyed has a population of 1,000 with 200 sampled. The company examined is a larger manufacturer of electric motors and the sample was taken from one plant with all three shifts samples. The plant has a population of 1,000 with 200 sampled. A comparison study was done in a major retail company. From the survey sample of 534 employees of the retail company, 330 responses were returned, indicating a 62 percent response rate. The average age of those responding to the survey was 37.9 years. Males accounted for 22.7 percent of the respondents while 72.7 percent were female. Work motivation and job satisfaction in the Nordic countries

Journal of Employee Relations, 2004 Volume 26 by Jacob K. Eskildsen, Center for Corporate Performance, The Aarhus School of Business, Aarhus, DenmarkABSTRACT

This paper studies differences in job satisfaction and intrinsic work motivation between employees with different characteristics. Based on a study of the literature assumptions regarding these differences are developed and tested on data from a survey in the Nordic countries. In this survey 9,623 employees from randomly selected households in the Nordic countries participated. Among the findings are that Danish workers were found to be the most satisfied and that there is no difference between the genders with respect to job satisfaction in the Nordic countries.Chapter 3 Research MethodologyEvery project work is based on certain methodology, which is a way to systematically solve the problem or attain its objectives. It is a very important guideline and lead to completion of any project work through observation, data collection and data analysis.

According to Clifford Woody, Research Methodology comprises of defining & redefining problems, collecting, organizing &evaluating data, making deductions &researching to conclusions.

Accordingly, the methodology used in the project is as follows: -

Defining the objectives of the study

Framing of questionnaire keeping objectives in mind (considering the objectives)

Feedback from the employees

Analysis of feedback

Conclusion, findings and suggestions.3.1 Objective of Study1. Brand positioning of Vishal Mega Mart.

2. To find the brand personality of Vishal Mega Mart and its impact on both merchandise and overall store image across market segment.

3. To compare the level of job satisfaction of employees working at Vishal Mega Mart.

4. To study the employee working behavior.

5. To identify the working motivation and concerned factors for employee at Vishal Mega Mart.

6. To study and analyze the employee perception about good working conditions.7. To know the effect on job satisfaction after advent of organized retailing.8. To know the level of employee satisfaction working at Vishal Retail shops.9. To find out the different motivational techniques used in Vishal Mega Mart.

10. To analyze the key aspects of apparel branding and retailing.11. To identify the facilities/benefits provided at Vishal Mega Mart to its employees in order to increase their satisfaction level.3.3 Sources of Data collectionData Collection

To determine the appropriate data for research mainly two kinds of data was collected namely primary & secondary data as explained below:

Primary Data

Primary data are those, which were collected afresh & for the first time and thus happen to be original in character. However, there are many methods of collecting the primary data; all have not been used for the purpose of this project. The ones that have been used are:

Questionnaire

Informal Interviews

Observation

Sample Size

:60

Sample Area

: New Delhi

Sample Unit

:Officials & Employees of Vishal Mega Mart

New DelhiSecondary Data

Secondary data is collected from previous researches and literature to fill in the respective project. The secondary data was collected through:

Text Books

Articles

Journals

Websites3.4 Sampling techniques

Sampling Technique Used

The technique of Random Sampling has been used in the analysis of the data. Random sampling from a finite population refers to that method of sample selection, which gives each possible sample combination an equal probability of being picked up and each item in the entire population to have an equal chance of being included in the sample. This sampling is without replacement, i.e. once an item is selected for the sample, it cannot appear in the sample again.3.5 Tools used for Data CollectionStatistical Tools UsedThe main statistical tools used for the collection and analyses of data in this project are: Flow Charts

Tables

QUESTIONNAIRE DESIGN / FORMULATION

Questionnaires: - A questionnaire consists of a set of questions presented to respondent for their answers. It can be Closed Ended of Open Ended

Open Ended: - Allows respondents to answer in their own words & are difficult to Interpret and Tabulate.

Close Ended: - Pre-specify all the possible answers & are easy to Interpret and Tabulate.

TYPES OF QUESTIONS USED IN THIS PROJECT

Close ended QuestionsTo know the choice of the people regarding various matters.

Dichotomous Questions

This has only two answers Yes or No.

Multiple Choice Questions

Where respondent is offered more than two choices. This is done to know the choice of the customers regarding different matters.

Sample Extent

Central Delhi

Limitations of the Research

The limitations of the research are as follows

The employees were not very keen to fill up the questionnaire.

Some of the employees did not either understand the questions or they were not aware of the recruitment and selection procedure of the company.

There was hardly any scope to interact with the employees. Although there was some issues which were confusing as some most obvious questions were answered by the employees in no and I was curious to know whether they are saying correctly or not and wanted to consult them to verify the facts but the employees were not available very easily.

Chapter 3 Data Analysis and InterpretationQ1) Are you satisfied with your job?ResponseNo. of Response% of Response

Satisfied1234.29

Partly Satisfied2365.71

Unsatisfied--

Fig. 18Interpretation: Most of the people are partially satisfied with their job, which

shows they are not fully satisfied with their job.Q2) Are you satisfied with the salary provided to you?ResponseNo. of Response% of Response

Satisfied514.29


Unsatisfied1748.57

Fig. 19Interpretation: This shows that the employees are not happy with the salary

provided to them in Vishal Mega Mart; this also reflects that

some of them are partially satisfied with the salary. Only

14.29% people are satisfied with their salary and they are top

level people.Q3) Are you aware of various benefits which Vishal Mega Mart is providing to its employees?

ResponseNo. of Response% of Response

Yes3394.29

No25.71

Fig. 20Interpretation: 94.29% of the employees are aware of the different benefits

provided by Vishal Mega Mart to the employees, whereas 5.71%

are unaware of those benefits. This shows that those 5.71%

employees are not aware of all the policies, benefits, rules etc. in

Vishal Mega Mart.

Q4) Are you satisfied with the working environment and conditions of Vishal Mega Mart?


Satisfied2777.14


Unsatisfied38.57

Fig. 21Interpretation: Most of the people i.e., 77.14% people are fully satisfied and

14.29% of people are partly satisfied with the working

conditions and environment, 8.57% of the employees are not at

all satisfied with the working conditions & environment of

KVS.

Q5) Is Job Security provided to you in Vishal Mega Mart?ResponseNo. of Response% of Response

Yes720

No2880

Fig. 22 Interpretation: It shows Job Security is not provided to employees, but it should

be provided because it is one of the important source of

satisfaction of employees.

Q6) Are you satisfied with the work culture of Vishal Mega Mart?ResponseNo. of Response% of Response

Satisfied3085.72


Unsatisfied25.71

Fig. 23Interpretation: This analysis shows that most of the employees are satisfied with

the work culture of Vishal Mega Mart. This shows that work

culture of Vishal is acceptable and suitable to almost all of the

employees, those who are not satisfied must adjust themselves

with that culture.

Q7) Are you comfortable with the timings of your job?ResponseNo. of Response% of Response

Yes3085.71

No514.29

Fig. 24Interpretation: 85.71% of the employees are comfortable with the timings of the

job; this shows that there is mutual understanding between the

employees and the management. This also shows that timings of

job in Vishal Mega Mart is suitable to all, that it is set after

considering the regular normal daily routine of the people and

comfortability to reach work place from their residence.

Q8) Does management has trust in employees?ResponseNo. of Response% of Response

Yes2571.43

No411.43

To Some Extent617.14

Fig. 25Interpretation: Employees of Vishal Mega Mart are very happy and enjoying full

trust of their employers. This is one of the main reasons of

employees job satisfaction in Vishal Mega Mart. Faith of

employers is one of the important things to motivate employees

to work hard in the interest of the organization.

Q9) Are your ideas welcomed and appreciated by the management for the growth of business?ResponseNo. of Response% of Response

Yes2365.71

No411.43


Fig. 26Interpretation: It shows that employees are also given chance to participate in

the management and feel a part of the organization.

Q10) Are your personal problems taken care of?ResponseNo. of Response% of Response

Yes2571.43

No617.14


Fig. 27Interpretation: It shows that the personal problems of the employees are also

considered by the management to a great extent.Q11) Is there any kind of appreciation for your good performance?


Yes2262.86

No411.43


Fig. 28Interpretation: Appreciation is very necessary for motivating the employees and

according to the response of employees; this need is fulfilled by

Vishal Mega Mart.

Q12) Is there proper promotion and growth for you in the organization?ResponseNo. of Response% of Response

Yes925.71

No2160


Fig. 29Interpretation: 60% of the employees feel that there is no proper promotion and

growth for them in the organization, which is one of the reasons

of dissatisfaction. Even if they work hard and according to the

employers, they do not get success, in terms of promotion.

Q13) Is management focused towards employees needs and demands?


Yes1440

No1645.71


Fig. 30Interpretation: There is no clear response in this case because 40% of the

employees are in favour of management in terms of listening to

employees needs and demands. They are satisfied with the

behavior and concern of management. While 45.71% employees

feel that management is not too much concerned about

employees needs and demands. Therefore no proper conclusion could be drawn.

Q14) Is any recognition given to you at Vishal Mega Mart?ResponseNo. of Response% of Response

Yes2674.29

No514.28


Fig. 31Interpretation: Recognition is a need of a deserving and hard working

employee. If he/she will not get recognition in return of his hard

and efficient work, he/she shall be dissatisfied. In Vishal Mega

Mart, 74.29% of the employees are satisfied with the behavior

and appraisal of employers. If an employee is hard working

he/she is getting recognition as well.

Q15) Do you think job satisfaction increases the productivity of employees?ResponseNo. of Response% of Response

Yes3497.14

No--

To Some Extent12.86

Fig. 32Interpretation: 97.14% people agree with the fact that job satisfaction increases

the productivity of employees.

Q16) Is you job stressful?


Yes1234.29

No2057.14

To Some Extent38.57

Fig. 33Interpretation: 57.14% respondents responded that their job is not stressful at

all while for others their job is stressful to some extentQ17) Is your job affecting your personal life?


Yes411.43

No2982.86

To Some Extent25.71

Fig. 34Interpretation: According to 82.86% respondents, their job is not affecting their

personal life in any manner.Q18) Does your job motivate you?


Yes1748.57

No1234.29


Fig. 35Interpretation: This shows that their job motivates them. The target

achievement method used by the management is really a

motivating factor for employees.

Chapter 5 Findings and Conclusions

5.1 FindingsFollowing are the concluding points taken into consideration after the conduct of the research study:

Fig. 36 Employee Satisfaction means a lot for the management of Vishal Mega mart, New Delhi. They deal with each & every aspect which can satisfy their employees. According to them Human Resource is the most important part of any organization, and it is very necessary for the organization to keep their employees happy in order to achieve the organizational success & goal.

Employee satisfaction being a very important part of their ideology, the group is sensitive to the requirements of its greatest asset and committed to ensure utmost satisfaction and value for their hard work and dedication. This is the reason that Vishal Mega Mart, Bly. enjoys faithful and good employees forever.

Employee satisfaction and motivation is really very important and thats why Vishal Mega Mart provides different benefits, good working conditions, suitable time, initiative and responsibility etc. to their employees in order to attain maximum Satisfaction of employees.

A considerable portion of employees feel that they are getting only limited salary. Most of the respondents will like to recommend the product to others.

Most of the people are satisfied with working at Vishal Mega Mart. Some employees feel dissatisfied on the reason of long working hours.5.2 Limitations One major limitation of this study is that time is limited, as this report is to be completed within 1 months, so more detailed analysis is not possible to be done. Some of the information might not be given correct up to an extent, due to confidentially of data by the employees. We cant believe on the responses given by the employees. Inability & unwillingness of the respondents to provide information.5.3 Suggestions

On the basis of this study, suggestions to the Vishal Mega Mart are:- As it is observed that the policy of Vishal Mega Mart to measure the employees satisfaction is on the basis of target achievement. But Vishal Mega Mart should not focus on turnover as a measurement of level of job satisfaction of employees because achieving the target does not mean that the employees are happy with the policies, rules, etc. of the organization. It may be due to some pressure or further hope of improvement they are performing their tasks efficiently. Turnover is not the appropriate basis; Vishal Mega Mart should rather focus on more effective measurement techniques. Vishal Mega Mart should provide incentives to their employees for the achievement of target for full satisfaction of employees. Vishal Mega Mart should provide job security to it performing employees.. This will motivate them to work hard. There should be proper availability of promotion and growth for the employees in the organization.

Another important thing is that there must be good amount of increment in their salary every year. This is the biggest tool in the hands of employers to gain confidence, faith and satisfaction of their employees.5.4 Conclusions

Job satisfaction has its own definition for every employee. On the whole job satisfaction broadly involves five aspects and they are- salary, supervision, Promotions, relations with coworkers and most importantly their work which they perform for the organization. But according to the analysis, conclusion may be summarized as follows: Only 34.29% of the employees working in Vishal Mega Mart are satisfied from their job. The remaining 65.71% of the employees are partly satisfied that means they are somewhat dissatisfied from the job. They should not be left ignored because their dissatisfaction could be proved fatal for the organization. As satisfied employees contribute their best efforts towards the growth and success of the organization.

48.57% of the employees are not fully satisfied from the salary, this is a clear indicator that employees feel that they are getting less than what they deserve.

Almost all the employees are fully aware of different benefits available to them.

As far as job security is concerned, it is low in Vishal Mega Mart and hence employees are not free of this fear.

Timings are well set and suitable to employees.

Employees in Vishal Mega Mart enjoy proper recognition & full faith of their employers.

In Vishal Mega Mart ideas of employees are welcomed, by which employees feel themselves as a part of Vishal Mega Mart and not just an employee.

Another good step to attain high level of job satisfaction of employees is maintaining peaceful, good, satisfactory, faithful human relations with their employees. Vishal Mega Mart is also providing good working conditions as well as good working environment to their employees.

Satisfactory work culture is there in Vishal Mega Mart which is acceptable by all the employees. After performance appraisal, if the employer finds that performance of an employee is outstanding, he provides reward to that employee as a symbol of appreciation and motivation. Employees are satisfied due to this reason also.BIBLIOGRAPHY

BOOKS CONSIDERED ARE:1) ASWATHAPPA K- Human Resource and Personnel Management, TATA MCGRAW- HILL PUBLISHING COMPANY LIMITED, New Delhi,2005,4th Edition2) GARY DESSLER- Human Resource Management, PHI Publications, New Delhi, 1999, 9th Edition

3) KOTHARI.C.R- Research Methodology Methods & Techniques, WISHWA PRAKASHAN, New Delhi,2001,3rd Edition4) MONDY NOE- Human Resource Management, THI Publications, 2007, 9th Edition.5) RAO V.S.P- Human Resource Management, Excel Publication, 2000, 2nd Edition.

6) BHATTACHARYA D.K. - Human Resource Management, TMH Publications, Delhi, 2002, 2nd edition.

7) MAMORIA C.B. - Personnel Management, Himalaya Publications, New Delhi, 1997, 12th edition.REFERENCES:

Engineering Management Journal,Dec 2000

Journal of Diversity Management Third Quarter 2008 Volume 3

Journal of Employee Relations, 2004 Volume 26

WEBSITES USED:

www.citehr.comwww.managementparadise.comwww.hrtools.comAnnexureQUESTIONNAIREQ1. Are you satisfied with your job?

a) Fully Satisfied

b) Partially Satisfied

c) Not Satisfied

Q2. Are you satisfied with the salary provided to you?

a) Fully Satisfied


c) Not Satisfied

Q3. Are you aware of various benefits which Vishal Mega Mart is providing to its employees?

a) Yes

b) No

Q4. Are you satisfied with the working environment and conditions of Vishal Mega Mart?

a) Fully Satisfied


c) Not Satisfied

Q5. Is Job Security provided to you in Vishal mega Mart?

a) Yes

b) No

Q6. Are you satisfied with the work culture of Vishal Mega mart?

a) Yes

b) No

Q7. Are you comfortable with the timings of your job?

a) Yes

b) No

Q8. Does management has trust in employees?

a) Yes

b) No

Q9. Are your ideas welcomed and appreciated by the management for the growth of business?

a) Yes

b) No

Q10. Are your personal problems taken care of?

a) Yes

b) No

Q11. Is there any kind of appreciation for your good performance?

a) Yes

b) No

Q12. Is there proper promotion and growth for you in the organization?

a) Yes

b) No

Q13.Is management focused towards employees needs and demands?

a) Yes

b) No

Q14. Is any recognition given to you at Vishal Mega Mart?

a) Yes

b) No

Q15. Do you think job satisfaction increases the productivity of employees?

a) Yes

b) No

Q16. Is your job stressful?

a) Yes

b) No

Q17. Is your job affecting your personal life?

a) Yes

b) No

Q18. Does your job motivate you?

a) Yes

b) No

Personal Information

Name: ..

Age: .

Gender: 1) Male 2) Female

Designation: .

Salary:

STORE MANAGER

(MR. ABHISHEK MATHURIA)

ASSISTANT STORE MANAGER

(MR. ANURAG PRADEEP)

LOSS PREVENTION HEAD

(MR. ABHISHEK SAXENA)

COMMERCIAL MANAGER

(MR. CHANDRESH)

HEAD CASHIER

(MR. SHYAM)

CASHIERS (4)

LINE OF BUSINESS HEADS (5)

(FLOOR MANAGER OF DIVISION)

SALES EXECUTIVES

(TEAM LEADERS & MEMBERS

EMBED MSGraph.Chart.8 \s


















Fulfillment

Commitment

Engagement

Employee

Satisfaction

Employee

Dissatisfaction

Factors leading to Satisfaction

Factors leading to Dissatisfaction

Limited Salary

Long working hours

Poor Compensation

Lack of job security

Extra Working Hours

Team Work

Department Goods at

less price

Team work

Fun Place

Flexible Timings

Clear direction & objectives

55

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Documents

H. R. M. Project report on Employee Job Satisfaction