Ashik Project

7/29/2019 Ashik Project

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A STUDY ON JOB SATISFACTION

With reference to VISAKHA DAIRY LTD Visakhapatnam

A Project Report submitted in partial fulfillment of the requirement for

the award of

MASTERS DEGREE IN BUSINESS ADMINISTRATION

Submitted by

ASHIK JAIN (MBA 1st year)

(Roll No: 1225112108)

Under the esteemed guidance of

PROF- K.V. UMADEVI

GITAM INSTITUTE OF MANAGEMENT

GITAM UNIVERSITY

(Established U/S 3 of UGC Act, 1956)

VISAKHAPATNAM

(2013-14)

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ACKNOWLEDGEMENT

It is my pleasure to acknowledge and express my gratitude to all those

who have helped me throughout in successful completion of this project.

I wish to express my gratitude to Prof. K. Siva Rama Krishna, Dean &

Principal, GITAM Institute of Management, GITAM University,

Visakhapatnam, for giving me this valuable opportunity to experience the

work culture in an organization.

I wish to express my gratitude to Prof. P Sheela, Vice Principal, GITAM

Institute of Management, GITAM University, Visakhapatnam, for givingme this valuable opportunity to experience the work culture in an

organization.

I am grateful to Prof KV Umadevi, project guide, GITAM Institute of

Management, GITAM University, Visakhapatnam for his continuous

guidance to accomplish this project work, successfully.

ASHIK JAIN

MBA-A

(1225112108)

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DECLARATION

I, ASHIK JAIN a student of Masters of Business Administration

(M.B.A.), GITAM Institute of Management (GIM), GITAM University,

hereby declare that the project work done from 6 th May to 15th June 2013

at VISAKHA DAIRY LTD. Visakhapatnam, is a genuine work done by

me in partial fulfillment for the requirement of the degree of Masters of

Business Administration. I confirm that this has not been published or

submitted elsewhere for the award of any degree in part or in full.

ASHIK JAIN

Date:

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CERTIFICATE

This is to certify that the project report titled JOB SATISFACTION is

an original work carried out by ASHIK JAIN (Enrollment No

1225112108), under my guidance and supervision, in partial fulfillment

for the award of the degree of Masters of Business Administration by

GITAM Institute of Management, GITAM University, Visakhapatnam,

during the Academic year 2013-14. This report has not been submitted to

any other University or Institution for the award of any

Degree/Diploma/Certificate.

Signature of

Guide

Name and Address of the Guide:

Prof. K.V. UMA DEVI

Associate Professor

GITAM Institute of Management

Visakhapatnam

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INDEX page no

Chapter 1 1 - 6

Introduction to HRM

Need / Significance of Study

Objectives of study

Scope of study

Research design

Limitations of the studyChapter 2 7 - 28

Industry Profile

Organisation Profile

Chapter 3 29 - 39

Theoretical Framework

(a) Employee satisfaction concepts

(b) Review of Literature

Chapter 4 40 - 63

Analysis of Study

Chapter 5 64 - 67

Findings

Recommendations

Conclusion

Bibliography* 68

Annexure

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CHAPTER 1

INTRODUCTION

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INTRODUCTION

Management has been defined by MARY PARKER FOLLET as the art of

getting things done through people but it is felt that management is much more than

what is said in the definition. Human resource management is a crucial sub system in

the process of management.

The objective of human resource management is to achieve healthy human relations

and direct their efforts towards the goals of the organization. Healthy human resources

contribute to the employee with the sense of ownership, good business results and joy

in the place.

Human resources play a crucial role in the development process of modern

economics. ARTHUR LEWIS observed there are greater differences in the

development between countries which seem to have roughly equal resources. So it is

necessary to enquire into the difference in human behavior, , it is often felt that,

though the exploitation of natural resources, availability of physical and financial

resources and international aid play prominent role in growth of modern economics,

none of these factors is more significant then efficient and committed man power. It is

fact, said that all development comes from the human mind.

According to David A. Decenzo & Stephen p. Robbins HR is defined as process

consisting of four functions acquisition, development, motivation and maintenance of

human resources.

In order to achieve better productivity level in the organization, human resources

should be satisfied with their job.

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Meaning of Job- Satisfaction

Job satisfaction refers to a persons feeling of satisfaction on the job, which

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 objective job dissatisfaction 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 and person

truthfully to say I am satisfied with my job.

Job satisfaction is defined as the, pleasurable emotional state resulting from the

appraisal of ones job as achieving or facilitating the achievement of ones job

values. In contrast job dissatisfaction is defined as the unpleasurable emotional state

resulting from the appraisal of ones job as frustrating or blocking the attainment ones

job values or as entailing disvalues. However, both satisfaction and dissatisfaction

were seen as, a function of the perceived relationship between what on perceives it as

offering or entailing.

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Factors of job satisfaction

Job satisfaction refers to a general attribute which an employee retains on account of

many specific attributes in the following areas: (1) Personal factor, (2) Factors

inherent in the job and (3) Factors controlled by the management. They are discussed

hereunder.

Personal factors:

They include workers sex, education, age, marital status and their personal

characteristics, family background, socio-economic background and the like.

Factors inherent in the job:

These factors have recently been studied and found to be important in the selection of

employees. Instead of being guided by their co-workers and supervisors, the skilled

workers would rather like to be guided by their own inclination to choose jobs in

consideration of what they have to do. These factors include the work itself,

conditions, influence of internal and external environment on the job which are

uncontrolled by the management etc.

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Factors controlled by the management:

They include the nature of supervision, job security, kind of work group, wage rate

promotional opportunities, transfer policy, duration of work and sense of

responsibilities. All these factors greatly influence the workers. Their presence in the

organization motivates the workers and providers & sense of job satisfaction.

Though performance and job satisfaction are influenced by different set of factors,

these two can be related if management links rewards to performance. It is viewed that

job satisfaction is a consequence of performance rather than a cause of it. Satisfaction

strongly influences the productive efficiency of an organization where as absenteeism,

employee turnover, alcoholism, irresponsibility, un-commitment is the result of job

dissatisfaction. However, job satisfaction or dissatisfaction forms opinions about the

job and the organization which result in employee morale.

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Need of Study

Human resources are considered to be the most valuable assets for any organization.

The management of human resources is very important and crucial in any

organization. These human resources should be utilized in a proper manner for the

achievement of organizational goals. One of the important aspects of this human

resources management is their satisfaction on the job. Once they are satisfied with

their job, they will be putting in their best efforts in the work place and will be

achieving the organizational goals and objectives.

Dairy development in India has been most spectacular in recent years.Sri Vijaya

Visakha District co-operative milk producers union Ltd is one of the leading Dairies in

East costal Andhra Pradesh. They were able to run the Dairy successfully with

dedicated employees.

Most of the studies in HRM have been carried out with a focus on human resource

policies and practices such as selection and recruitment, compensation package,

welfare measures etc. There are very few studies with regard to job satisfaction,

even though it is an important concept of Human resource management. Hence there

is a felt need to analyze the level of job satisfaction among the Visakha Dairy

employees which contributed to the development of the organization.

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Scope of Study

1. The study covers the level of job satisfaction in the employees of Sri Vijaya

visakha district milk producers mutually aided co-operative union limited".

2. The scope of the study is restricted to work men & employees who had four years

of working experience.

3. The study covers the level of job satisfaction in the following aspects job

information, job value, personal view, working conditions.

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Objectives

1. To study the general concept of job satisfaction.

2. To portray the profile of Dairy industry with a special focus on Sri Vijaya

Visakha District milk producers mutually aided co-operative union limited.

3. To asses the level of job satisfaction among employees of Visakha Dairy.

4. To offer necessary suggestions to improve the level of job satisfaction.

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Limitations

1. Time is the major limitation. The whole study was conducted with in a period of

30days to gather information relating to all aspects of the study.

2. The study covers employees with more than 4 years of experience.

3. Sample for the survey was selected based upon random stratified sampling which has

its own defects.

4. An in depth study was not possible due to time and money constraints.

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Methodology

The present study is an attempt to analyze the job satisfaction of employees of

Sri Vijaya Visakha District Milk Producers Mutually Aided Co-op Union Ltd.

Towards the accomplishment of said objectives, information would be obtained from

primary and secondary data sources.

Primary data is gathered through a series of detailed discussion with the employees. A

questionnaire has been surveyed to a sample of 60 respondents from various

departments.

The respondents were selected on the basis of simple random sampling. At least 4

years of experience employees were selected and given questionnaires. The idea

beyond that is if they had 4 years of experience they will be having fair knowledge

about their job.

The secondary data was collected from company books, websites, various books &

records from the human resource management department of the unit.

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CHAPTER 2

PROFILE OF DAIRY INDUSTRY

PROFILE OF VISAKHA DAIRY

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INTRODUCTION TO DAIRY INDUSTRY

Milk is the food, which contains Vitamins, proteins, fats & carbohydrates. Every

human being consumes milk at one time or the other. World health organization

suggests that the infants should be fed compulsorily with mother milk, because it

provides all the necessary fats proteins, etc which is essential for the growth of the

baby. If mother milk is not available they suggest animal milk. This shows what major

role milk is playing in our daily life.

India is the second highly populated country and is about to occupy the first position.

In India the major source of income is Agriculture. Dairying is a part of Agriculture.

Dairying is one of the best instruments for bringing up the socio economic

development of the country. Developing countries like India rural people depend on

agricultural income like farming, Dairying etc. the India dairy is expected to retain its

indigenous character for a long time because of consumer tastes for articles of food so

far delicacies are concerned.

Dairy development in India has been most spectacular in recent years, while chef

contributing factor to this achievement is the pattern of dairy cooperatives. No less

creditable has been a concerned effort of the national dairy development and the

Indian dairy development. These two institutional have been responsible for dairy

development in India since 1970. Dairying is considered as a whole when it contains

elements like production and procurement. Kaira district Co-operative Milk

Producers Union Ltd" adopted this integrated approach. This integrated approach in

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dairying is proved to be successful with "AMUL" and later this integrated approach is

come to be known as "ANAND PATTERN OF DAIRY CO-OPERATIVES".

IMPORTANCE OF MILK:

Milk as we all know is a mixture of a variety of nutrients. Milk is a polysaccharide

constitute of our food. Milk on digestion gives glucose and lactose.

As we grow into adulthood, we tend to consume less and less of milk. In todays

market place, where there is a bewildering array of milk products. There is a milk

product for almost every one. Once consuming cow's milk, infants under 1 year

should stock to whole milk for growth and energy needs.

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MILK IN VARIOUS PARTS OF INIDIA:

RAJASTHANS DAIRY TURNOVER UP:

The Rajasthan Co-Operative Dairy Federation Ltd (RCDF) has recorded a turnover of

Rs. 159 crores during 1996 - 97, a 49% increases over previous focal Rs. 109 crores.

Profitability too increased. Nine unions posted cash profit, size of which earned a net

profit for 1996 - 97 where as in 1993 - 94 only four unions earned cash profit with a

single union producing a net profit.

Milk testing campaign in Jaipur:

Consumers of loose milk in Jaipur are cheated to tune of Rs.26 crores every year by

way of adulteration of water in the milk.

Milk testing campaign popularly known as Doodh Ka Doodh Pani Ka pani was

organized from 15th June 96 covering prime localities of Jaipur city.

More than 600 milk samples were tested in the presence of consumers and they were

simultaneously briefed about the importance of SNF in milk. Detailed analysis that

only 19% of samples were undiluted and remaining 81% samples were containing

water percentage ranging from 10% to 40%. It was also observed that tendency of

selling milk after separating cream from milk valuing to 7.2 lacks per day.

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Gujarat milk co-operative nets export house status:

The Gujarat milk co-operative milk marketing federation Ltd (GCMMI) known for

its AMUL brand milk products, reported an 11% rise in its export turnover during

the financial year ended March 1997 from Rs.18.7 crores to Rs.20.5 crores and it has

been accorded the export house status.

It reported a 24% growth and sales figure reached Rs. 1,382 crores from Rs.1, 107

crores. Amul dairy with a yearly turnover of Rs. 380 crores and daily payment of Rs.

70 lacks to 5.51 lacks members in 962 villages celebrates Amulutsav in its 50th year.

Goa to promote dairy industry:

Goa government is now focusing its effort on promoting dairy framing in the state. A

subsidy of 25% up to Rs.25 lacks on investment is provided, giving this sector the

status of industry. Enhanced production will reduced Goa's dependence on imports of

milk from neighboring states. Over 45,000 liters milk comes into the state daily from

dairies in other states as local unions produce 50,000 liters of milk per day.

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Andhra Pradesh federation striving to stay a float:

Andhra Pradesh which set an enviable record in the growth of the dairy products and

in the launching of operation flood in the three decades prior to 1991 appears to be

heading for a decline in its position.

Experts have analyzed the causes of the regression but corrective measures which

should have been initiated are still a long way off. The Andhra Pradesh dairy

development co-operative federation (APDDCF) which has major stake in the dairy

industry is gripping with the situation to find a durable solution.

Poor utilization of infrastructure facilities and inability to take timely measures to

tackle competition from private dairies had proved costly for the APDDCF whose

debt equity ratio stands at 1:1:36. The APDDCF has an installed capacity of 23.87

lacks liters per day with 66 milk chilling centers, 7 factories, 2 major dairies and 10

district unions. It has 5683 milk co-operative societies with an enrollment of 6.2 lacks

member producers. The state government has extended financial assistance zip to

35.48 crores of which Rs.26.1 crores came from plan fund of the total share capital of

Rs. 18.18 crores.

In Andhra Pradesh procurement is mostly of buffalo milk, is subject to seasonal

flections. Despite the uncertainties, things went off well for the federation but

liberalization policy of the central Government has boosted the entire of private

enterprises in the dairy sector which has resulted in deep-cuts in the procurement of

milk by APDDCF.

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Low productivity of milk cattle in the state and inadequate measure to upgrade the

cattle have also resulted in milk procurement. This situation had cascading effect on

the manufacture of milk products and the capacity had come down from 50% in 1993-

94 to 43% in 1995 - 96. Production of milk products fell by 29% in 1995 compared to

previous year. Of the 10 district unions, the finances of Godavari dist co-operative

milk producers union and that of cuddapha have become so poor that it has been

decided to liquidate the two unions. However the unions of East and West Godavari

districts for better viability and management. The Prodtoor milk union because of its

heavy losses amounting to 13 crores, including 80 lacks which was to go as arrears to

farmers, has been decided to be liquidating. In spite of a steep reduction in the

procurement of milk, the federation was able to maintain its sales turnover at 6.5 lacks

lpd.

The federation has not been able to raise the sale price of milk in proportions to rise in

procurement costs. The coat manpower per liter of milk increased from Rs. 1.33 in

1994 - 95 to Rs. 1.72 in 1995 - 96 and to Rs. 2.12 crores in 1996 - 97. The total

liability of the federation to NDDB stood at Rs. 154.26 crores. The federation has

availed a loan of Rs.8.03 crores from the national co-operative development

corporation to take up integrated dairy development in the non-operation flood areas

of Telangana region. Through the objective of federation has shifted from social

responsibility to commercial viability, it has to maintain a balance between the two,

despite the high operational costs and low capacity utilization. In the organized sector

in A.P., 11 private units have been registered with an installed capacity of 8.67 lacks

lpd. In addition about 35 private units with a capacity less than 10,000 lpd have sprung

up.

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Raids on Uttar Pradesh dairies to check adulteration:

Frequent reports on contaminations of milk and milk products have promoted officials

of the health department and UP to launch surprise inspection of dairies across the

state. The raids were conducted after a public cry against the neglect by officials

towards complaints of adulteration in packed milk - based products. A special team of

health officers were sent from Allahabad and Lucknow to raid dairies at various places

fellow in reports of harmful chemicals urea being mixed in milk and milk - based

products.

Private dairies seek into Karnataka:

The Karnataka state Government has received applications from 4 private

organization heritage, Vintage, and Neologies to manufacture milk products and

pasteurized milk. While the state Government has not issued clearance to any of the 4

organizations, there are complaints against the private dairies having violated norms in

milk pasteurization. Minister of Animal Husbandry Mr. Ningaiah said necessary

action would be taken and also stated that the Karnataka milk federation would be

protected from the danger posts by and private dears.

Milk to replace liquor in Haryana:

In order to cover up losses arising out of Government policy liquor prohibition,

Haryana Tourism Corporation plans to convert liquor bars at various resorts into milk

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bars. While final plans are yet to be formulated, sale of various milk products like

lassie, ice-cream would be undertaken.

Stress on revitalization of co-operatives:

There is an urgent need to revitalize the milk co-operatives in the wake of post

liberalization era which has the mushrooms of a large number of private sector dears

all over India. The state have been instructed by the Government and co-operative

owner dairies tightened their quality testing mechanism that stern action would be

taken against those found indulging in adulteration of milk and sale of such milk

which is a punishable offense under the provisions of "prevention of food adulteration

rules", 1995.

Finance for Hi-tech milk sterilization:

Government of India and France had finalized a protocol under which a loan of 47.7

million francs is being extended to dairy sector in the country this year. Of this, 27.7

million France had gave to NDDB and the rest 20 million francs i.e., 14 crores

roughly to APDDCF for purchase and installation of high temperature short time

sterilization machine. The new machine in contract to the ultra treatment plant under

operation and APDDCF unite will process milk for keeping it in plastic containers for

at least 6 months to 1 year. At present such milk is made available in tetra packs

lasting only 3 months. The purchase of the machine followed a visit of an official

team of A.P. to France in 1995 when an understanding was arrived at for technology

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transfer. The machine would have capacity to give out 50,000 lpd and the new milk

packets will be made available by next march.

Scenario of dairy industry:

International scenario of dairy industry:

The liquid milk market:

Average of 14 billion of milk was produced every year in UK, 73 million tons in USA

and India's production is around 75 million tons. Half of the total production of milk is

used for manufacturing other products. In UK the liquid milk sales has seen a decline

since the previous 10 years.

Since 1980 more than 90% of milk was purchased from the milkman. By 1980 this

declined to 89% in 1985 to 81%, in 1990 to 68.3% and by 1995 doorstep delivery

accounted for 44.5% of all milk purchased. Sales in supermarkets and small shops

increased in relation to the decline in doorstep share. The information collected on

international scenario was achieved from internet and it was not updated to the current

year.

Containers:

36% of all the household milk sold in England, Scotland and Wales is sold in glass

bottles, with plastic containers claiming 50% of the market and cartons the remaining

14%. Virtually all milk sold in glass bottles is sold in doorstep delivery while

disposable packaging accounts for almost all shop sales.

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Indian scenario of dairy industry:

The main stay in Indian farmers has been agriculture and allied occupations, farm

animals especially cattle have been an integral part of rural India for thousands of

years. During the year 1920 military farms were established to supply adequate raw

milk to the stations. These were well maintained and improved. In 1946 the first

farmers integrated dairy co-operative was established in kaira district at Amend,

which later came to be known as "AMUL". Amul and greater Bombay milk scheme

set together a faster pace of dairy developed with emphasis on developed techniques

of processing and marketing under Indian conditions.

INSTITUTIONAL SUPPORT TO CO-OPERATIVE DAIRYING

INDIAN DAIRY CORPORATION:

The Indian dairy corporation (I.D.C) was set up under companies Act. On 13th

February 1970. It is a Government of India undertaking. The immediate need to setup

I.D.C. was to handle the popularly known "operation flood".

India has emerged as the world's top dairy nation with milk production crossing 75

million tons in 1997-98. It is placed second in milk production when compared to the

USA. The Indian dairy industry production is estimated to have risen from a low of 20

million tons to 75 million tons.

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Through our country has 25% of the total world agriculture animals, yet the

production of milk is only 6.5% of the world production. The Government started the

"operation flood" program.

India is the second largest populated country and consumption of milk is also high. In

order to meet the requirements of the people the operation food program was

developed. In every 5 years plan emphasis is even given to agriculture also which

includes farming, dairying etc., In India the state in which the production milk is high

in Gujarat.

It is estimated that the per capita consumption of every Indian is 118 grams. But the

minimum requirement for good health is 210 grams per day. It is also estimated that

the consumption would be 64.40 millions tons in this year. Therefore it is necessary to

develop dairy farming in India.

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PROFILE OF VISAKHA DAIRY

Sri Vijaya Visakha District co-operative milk producers Union Ltd., (Visakha co-

operative dairy) Visakhapatnam comprises of three districts viz., Srikakulam,

Vizianagaram and Visakhapatnam. These three districts are constituted in the northern

part of the coastal Andhra Pradesh state and considered to be backward for

agricultural and industrial development. The srikakulam district is declared as the

backward district for the industrial development and the government has sanctioned

subsidy and also sales tax exemption for five years for the date of starting of an

industry. The perennial source of was for irrigation through revivers and prevelets is

also very much limited especially in Visakhapatnam and Vizianagaram districts.

Therefore, the rural farmers mostly belonging to small and marginal categories have

necessarily to depend on some other source of income for their live hood.

Genesis of the organization:

The government after considering dairying is one of the best instrument for bringing

socio-economic development in the rural areas has started a Dairy with an handling

capacity of 10,000 liters per day in 1996 dairying not only creates subsidiary

occupation to the rural farmer by rating reasonable market price for his produce at his

doorstep by also meets the demand of the urban consumers for the supply of hygienic

quality of milk at reasonable price. After observing the success of the small dairy, the

present new dairy was constructed with an initial capacity of 50,000 liters per day

taking load Rs.98.50 lacks from national co-operative development corporation, which

completed and commissioned during the year 1977. This dairy was registered under

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co-operative societies act in 1973. At the stage, the area of operation was limited to

Visakhapatnam district only. The farmers took lot of interest in dairying after realizing

it as the subsidiary occupation as it is giving them regular income for their live hood

with the result more and more small and marginal farmers land agricultural laborers

joined in this stream for increasing their economy at the village level utilizing the

infrastructure available dairy development through operation flood program this co-

operative dairy has also joined in the line in 1981 and become a member of the AP

dairy development co-operative federation limited at apex. At this stage, the union

comprising of the districts viz. name of "Sri Vijaya Visakha district co-operative milk

producers union limited" during the year 1981-82. The union is changed its name into

mutually aided co-operative society with concern of the act of 1995 from 08-07-

1999 and its name changed as "Sri Vijaya Visakha district milk producers mutually

aided co-operative union limited".

As the production and procurement started increasing year by year with more

participation of rural farmers the handling capacity of Visakha co-operative dairy

increased time to time as follows.

1986-87 50,000 liters to 1, 00,000 liters

1989-90 1, 00,000 liters to 1, 50,000 liters

1991-92 1, 50,000 liters to 2, 00,000 liters.

Milk procurement:

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The union is procuring milk through a network of 800 primary milk producers co-

operative societies and 736 milk producers association centers in the 3 districts of

Visakhapatnam, Vizianagaram and Srikakulam. The average daily procurement of this

union during 1997-98 is 1, 88,900 liters per day. The payment for the milk produced is

made once in fortnight based on the fat and S.N.T. contents of the milk supplied. The

milk transported to the dairy and its units through a network of 54 milk routes in three

districts.

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a) Technical inputs provided for milk production enhancement:

The Visakha union is not only procuring, processing and marketing the milk which

collected from various inputs to the producers to improve their cattle wealth and also

to improve socio-economical living standards through increase in milk production.

The following inputs are provided to milk producers.....

* Animal health care

* Artificial insemination

* Feed and fodder activity

* Premixed cattle feed is being supplied at the rate of Rs. 4.00/Kg.

* Distribution of fodder mini kits on 50% subsidy etc...

* Extension activities

* Film shows

* Pamphlets and charts distribution

* Cattle insurance scheme

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b) Veterinary health care:

346 veterinary first aid centers are functioning in the union. These centers are started where

there are no A H Departmental institutions. On view of the employees of dairy co-operative

society is trained in veterinary first aid who is attending to this work.

The union is presently having 14 emergency routes in Visakhapatnam district with

different mandals in three districts to cater the emergency veterinary needs of the milk

producers. The medicines are supplied on free of cost.

c) Number of constructed society buildings in various districts is as

follows.....

Visakhapatnam district

264 472

Vizianagaram

district

63 132

Srikakulam

district

07 17

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d) Training center:

The union has its own regional training centre near hanumanthawaka with boarding

and lodging facilities and is imparting for the society personnel in the following fields.

Fodder form:

In the training center premises of fodder farm is established both for demonstration to

the trainees and seed multiplication. The following fodder grassers are grown in the

farm.

1. CO-1 2. NB-2 3. PARA 4.GUNIA

During the year 1997-98 fodder slips to cover an area of 130 acres were produce and

distributed to the milk producers free of cost.

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40 days

20 days

10 days

30 days

A1 program

A1 program

Veterinary first aid training

Paid secretaries training etc.


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Welfare activity for the milk producers and employees:

The union has constituted a trust by name "Milk producers and employees

educational, health and medical welfare trust" in the year 1989 with an objective to

provide educational, health and medical facilities to the milk producers, dairy

employees and their children. It is not out of place to mention that this is a unique

enterprises embarked upon by this union in the entire state.

For this initially, an English medium school was started in a private accommodation

from LKG to 2nd standard with strength of 90 children during the year 1986. By the

year 1996 the strength was increased to about 800 with teaching staff strength of 55.

The school is now running up to 10th standard and upgraded to junior college from

1997-98. Permanent school building complex was constructed for the school with a

total outlay of 1 crore for ground and first floor for providing accommodation for class

rooms in the ground floor and hostel accommodation in the first floor to the children

of rural farmers. The buildings are inaugurated on 14-06-1993, and the school was

shifted to that building. Further with a total outlay of Rs.200

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Life insurance scheme to the milk producers:

During the year 1997-98 as a welfare measure to the milk producers, life insurance

scheme and accidental policy were covered to nearly 1 lack farmers in this union

under this scheme, an amount of Rs. 10,000/- is being paid to the farmers on natural

death up to an age limit of 60 years without collecting any premium from the farmers.

So far 600 members covered under this scheme, from 04/97 to 03/98.To meet this

expenditure, this union welfare measures expenditure.

Secondly, this union has taken up an accidental policy with UTI Company covering

1.20 lack farmers and the decreased family can get Rs.20, 000/- under this

programmed. This is only small attempt to help the farmers to support moral courage

when they were in desserts by loosing their family-earning member.

Milk powder plant:

As the receipts of milk exceeded the 2 lack per day capacity and the peak procurement

was reached to the level of 214,000 liters during the year 1992, whereas the local

liquid milk sales is about 1 lack liters per day. The surplus milk is to be converted into

products. For this process of conversion, the surplus milk is being sent to Vijay Wada

by incurring heavy expenditure on transport along involving a risk of long distance

transportation of the highly perishable product; in addition huge amounts were paid to

MRF Vijay Wada towards conversion charges of the SMP. Basing on the above facts,

the circumstances lead to establish a milk powder factory with a capacity of 13 mts

per day at Visakhapatnam with a capital outlay of Rs. 7 crores, which was

commissioned during May 1998.

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Flow chart depicting the functions of Milk powder plant:

WHOLE MILK

SEPERATION

SKIMMED MILK

SILO (30 Lts)

BALANCE TANK (500 Lts)

FLASHMATER (A - SECTION)

PRE HEATERS 1, 2, 3, 4

DSI (holding section)

FLASH HEATER (B - SECTION)

Allodia - 1, 2, 3

V pre heaters 1, 2, 3

Concentrated tank (2,000 Lts)

Concentration (458c)

Scrapped surface heat exchange (758 - 808c)

High pressure

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Spray Nozzle (1908 - 2008c)

New projects taken over by Visakha Dairy to improve quality of the

products and satisfy the customers:

Due to the extension and welfare activities taken up by the Visakha union, Dairying

has almost become a main occupation for the milk producers in the drought districts

Srikakulam, Vizianagaram and Visakhapatnam especially where the rains are

insufficient. Thereby the milk procurement was surpassed the capacities of various

levels of the Dairy. Therefore necessity arose for the expansion of the dairy capacity

for handling the excess milk procured. For this the following projects are planned and

are under active execution.

Fat handling unit - ll with ice bank system refrigeration plant and butter deep freeze

with an estimated cost of Rs.24 lacks.

Milk pouch packaging unit - II with cold store and plant room with an estimated cost

of 2.56 lacks.

UHT/ASPFTIC Milk plant with preprocessing and packaging machines on differed

payment basis with an estimated cost of Rs. 848 lacks.

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Construction of milk collection building under janma bhoomi

program in three districts of Visakha union:

It is aware under Janmabhoomi programmed various developmental activities are

being envisaged through this programmed for the rural development. In this

connection, the district Collector, Visakhapatnam has sanctioned 85 milk collection

buildings under this programmed with 50% contribution. Further they are appealing

the entire district Collectors to consider some more buildings in a phase manner,

which is an important infrastructure, need to be provided to the rural farmers for their

economic growth.

DEVELOPMENTAL ACTIVITIES:

Women Dairy project:

The AP Dairy development federation limited, an enterprise of one million farmers is

striving hard to provide year found market at the doorsteps of the farmers for the

surplus milk available in the rural areas and supply quality milk and products at

reasonable price to the urban consumers for the past three decades. Recognizing the

need to involve more and more women into directing for dairy development of co-

operative lines, federation proposed to the government of India for financing women

Dairy project. The government of India sanctioned the project for 3 organize of the

state viz Rayalaseema, Telangana and Coastal to organize 580 women dairy co-

operative with 25,760 women members during the project period of 3 years starting

implementation from 1997-98 onwards.

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Objects:

To encourage women to form into dairy co-operatives.

To train women in scientific dairying to increase the milk production

from the existing mulch animals, to improve the quality of milk to

upgrade existing stock for better mulch animals.

To train the women as self-managers to run the dairy co-operatives on

their own.

To develop women dairy co-operatives as nucleus for other women

developmental activities, like women and child health, savings through

thrift improving nutritional standards among children through locally

available weaning foods, imparting literacy including legal literacy etc.

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Concept:

Under this program, this union has been given a target of 60 women co-operative

societies to be formed in the 3 years of project period in phased manner.

First year 15

Second year 30

Third year 15

Another important aspect in the project is they have proposed to utilize the services of

voluntary organization existing in the district with special reference to develop women

for:

Legal literacy improvement program.

Schemes for training in production of weaning foods.

Dairy training for the skills of traditional birth attendants.

To take up this project an amount of Rs. 111.00 lacks has been earmarked for the

project period of 3 years in establishing women dairy cooperatives in this union.

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Cooperative Development Scheme:

With the financial assistance from national dairy development board, the cooperative

development program has been started during 1989 with the following staff.

One assistant manager

Two male supervisors

Two lady instructors

Objectives of the scheme:

To consolidate the existing cooperative net work and induce institutions

strengthening.

To increase all round member participation and to sensitize the members

cooperative management.

The following are different CD Programs:

Women Education program

Member Education program

M C M seminar/training

Chairman orientation or leader ship development program

Paid Secretary orientation program

R & I orientation and motivation program

School children orientation program

Women club

Youth forum

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BULK COOLERS:

This union has established 11 bulk cooling centers at Chodavaram area an

experimental basis to collect milk from the nearby villages by keeping bulk coolers

with a capacity of 1000/2, 100/2, 500 depending upon need. With a capital out lay of

Rs.30 lacks to cover 60 M. P. C. S in two chilling center areas in a period of two

years.

CONCEPT:

To bring about a gender balance development in the selected villages through society

based program.

Specific Objectives:

To improve knowledge of the rural women on better techniques in dairy

management and clean milk production.

To promote fodder production.

To develop skills for rural women on management of institutions like dairy

cooperative society as self managers and self dependence.

To promote thrift activities, health camps and to promote literacy in the village.

To bring awareness in cattle health, breeding programs calves management cattle

insurance etc.

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CHAPTER 3

CONCEPT OF JOB

SATISFACTION

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CONCEPT OF JOB SATISFACTION

Human resources play a crucial role in the development process of modern economics.

ARTHUR LEWIS observed there are greater differences in the development

between countries which seem to have roughly equal resources. So it is necessary to

enquire into the difference in human behavior, , it is often felt that, though the

exploitation of natural resources, availability of physical and financial resources and

international aid play prominent role in growth of modern economics, none of these

factors is more significant then efficient and committed man power. It is fact, said that

all development comes from the human mind.

Human resource is considered to be the most valuable asset in any organization it is

the sum-total of inherent abilities, acquired knowledge and skills represented by the

talents and aptitudes of the employed persons who comprise executives, supervisors

and the rank and file employees. It may be noted here that HR should be utilized to the

maximum possible extent in order to achieve individual and organizational goals; it is

thus the employees performance which ultimately decides and attainment of goals.

However, the employee performance is to a large extent influenced by motivation and

job satisfaction.

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Meaning of JOB SATISFACTION:

Job satisfaction refers to a persons feeling of satisfaction on the job, which 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 objective job dissatisfaction 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 and person

truthfully to say I am satisfied with my job.

Job satisfaction is defined as the, pleasurable emotional state resulting from the

appraisal of ones job as achieving or facilitating the achievement of ones job

values. In contrast job dissatisfaction is defined as the pleasurable emotional state

resulting from the appraisal of ones job as frustrating or blocking the attainment ones

job values or as entailing disvalues. However, both satisfaction and dissatisfaction

were seen as, a function of the perceived relationship between what on perceives it as

offering or entailing.

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Theories of job satisfaction:

There are vital differences among experts about the concept of job satisfaction.

Basically, there are four approaches / theories of job satisfaction. They are ..

1. Fulfillment theory.

2. Discrepancy theory.

3. Equity theory, and

4. Two-factor theory.

1. Fulfillment theory:

The proponents of this theory measure satisfaction terms of rewards a person receives

or the extent to which his needs are satisfied. Further they thought that there is a

direct/positive relationship between job satisfaction and the actual satisfaction of the

expected needs. The main difficulty in this approach is that job satisfaction as observed

by willing, is not only a function of what a person receives but also what he feels he

should receive as there would be considerable difference in the actual and expectations

of persons. Thus, job satisfaction cannot be regarded as merely a function of how much

a person receives from his job. Another important factor/ variable that should be

including predicting job satisfaction accurately is the strength of the individuals desire

of his level of aspiration in a particular area. This led to the development of the

discrepancy-theory of job satisfaction.

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2. Discrepancy theory:

The proponents of this theory argue that satisfaction is the function of what a person

actually receives from any job situation and what he thinks be should receive or what

he expects to receive. When the actual satisfaction derived is less than expected

satisfaction, it results in dissatisfaction. As discussed earlier, job satisfaction and

dissatisfaction are functions of the perceived relationship between what one wants

from ones job and what one perceives it is offering. This approach does not make it

dear whether or not over satisfaction is a part of dissatisfaction and if so, how dies

differ from dissatisfaction. This led to the development of equity-theory of job

satisfaction.

3. Equity theory:

The proponents of this theory are of the view that a persons satisfaction is determined

by his perceived equity, which in turn is determined by his perceived equity, which in

turn is determined by his input-output balance compared to his comparison of others

input-output balance, it-output balance is the perceived ratio of what a person receives

from his job relative to what he contributes to the job. This theory is of the view that

both under the over rewards lead to dissatisfaction while the under-reward causes

feelings of unfair treatment, over-reward leads to feelings of guilt and discomfort.

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4. Two -factor theory:

As discussed earlier, this theory was developed by Hertzberg, Manusner, Peterson and

Capwell who identified certain factors satisfies and dissatisfies. Factors such as

achievement, recognition, responsibility etc are satisfy, the presence of which causes

satisfaction but their absence does not result in dissatisfaction. On the other hand,

factors such as supervision, salary, working conditions etc are dissatisfies, the absence

of which causes dissatisfaction. Their presence, however, does not result in job

satisfaction. The studies designed to test their theory failed to give any support to this

theory, as it seems that a person can get both satisfaction and dissatisfaction at the

time, which is not valid.

Factors of job satisfaction:

Job satisfaction refers to a general attribute which an employee retains on account of

many specific attributes in the following areas :( 1)personal factors, (2)Factors

inherent in the job, and (3)Factors controlled by the management. There are different

factors on which job satisfaction depends. Important among them are discussed

hereunder.

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Personal factors:

They include workers sex, education, age marital status and their personal

characteristics, family background, socio-economic background and the like.

Factors inherent in the job:

These factors have recently been studied and found to be important in the selection of

employees. Instead of being guided by their co-workers and supervisors, the skilled

workers would rather like to be guided by their own inclination to choose jobs in

consideration of what they have to do. These factors include the work itself,

conditions, influence of internal and external environment on the job which are

uncontrolled by the management etc.

Factors controlled by the management:

They include the nature of supervision, job security, kind of work group, wage rate

promotional opportunities, transfer policy, duration of work and sense of

responsibilities. All these factors greatly influence the workers. Their presence in the

organization motivates the workers and providers & sense of job satisfaction.

Though performance and job satisfaction are influenced by different set of factors,

these two can be related if management links rewards to performance. It is viewed that

job satisfaction is a consequence of performance rather than a cause of it. Satisfaction

strongly influences the productive efficiency of an organization where as absenteeism,

employee turnover, alcoholism, irresponsibility, un-commitment is the result of job

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dissatisfaction. However, job satisfaction or dissatisfaction forms opinions about the

job and the organization which result in employee morale.

Concept of job satisfaction:

The term job satisfaction was brought to limelight by HOPPOCK (1935). He reviewed

32 studies on job satisfaction conducted prior to 1933 and observed that job

satisfaction is a combination of psychological, physiological and environmental

circumstances that cause a person to say, I am satisfied with my job. Such a

description indicates the variety of variables that influence the satisfaction of the

individual but tell us nothing about the nature of job satisfaction.

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Measurement of job satisfaction:

Because of some of the problems indicated above, measurements of job satisfaction

have come to acquire the same fate as the measurement of intelligence. Since there is

no agreement on a specific definition, generally questionnaires are developed to

measure satisfaction with various aspects of work and the resultant behavior or score

is called job satisfaction. Today, as intelligence is defined as what is measured by

intelligence test, job satisfaction can also be defined as what is measured by job

satisfaction questionnaire.

Most studies of job satisfaction have been concerned with operational sing it rather

than defining it. According to Locke (1969) such an approach describes that a certain

relationship works but tells nothing as to why it works. This seems to be the case with

job satisfaction. Researchers have been found to be more interested in choosing the

unit of measurement from the several available but little by way of a definition of job

satisfaction as a precursor for the choice of the unit of measurement.

However, despite these numerous attempts in the past, various others will be made in

future to measure job satisfaction. Perhaps, the earliest of all the known scales of

measuring job satisfaction is that by HOPPOCK (1935). He developed essentially four

items, each one with seven alternative responses. These are given in annexure 1. If a

person chooses the least satisfied of the seven alternatives, he gets a score of 100,

and 700 if he chooses most satisfied alternative for each item. Other alternatives

represent a 100-point addition to the previous alternative. Thus if a person chooses

first alternative for all four items his total score is 400. Similarly, if he chooses second

alternative in all four items he gets a score of 800, and so on. The maximum total

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possible is 2800 provided all four seventh alternatives are chosen. But HOPPOCK

takes the average of the four items (range 100-700) for developing the satisfaction

index. Although in its original form, job satisfaction index by HOPPOCK is generally

not used now but its variations can be spotted in the literature.

Different factors which satisfies Indian employees

In his study on American employees, HOPPOCK (1935) identified six factors that

contributed to job satisfaction among them. These are as follows:

1. The way individual reacts to unpleasant situations.

2. The facility with which he adjusts himself to other persons.

3. His relative status in the social and economic group with which he identifies

himself.

4. The nature of the work in relation to the abilities, interests and preparation of the

worker.

5. Security.

6. Loyalty.

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Job satisfaction and work behavior:

Generally the level of job satisfaction seems to have some relation with various

aspects of work behavior like absenteeism, adjustment, accidents, productivity and

union affiliation. Although several studies have shown varying degrees of relationship

between them and job satisfaction, it is not quite clear whether these relationships are

correlative or casual. In other words, is job satisfaction or dissatisfaction a cause of

these aspects of work behavior or whether work behavior causes satisfaction or

dissatisfaction? Most studies have used a correlative design to examine the

relationship between them and have found the nature of relationship varying

depending upon the nature of the aspect of job behavior. There are few studies that

have used a casual design in which they have first identified the high-low groups on

work behavior and they have taken the job satisfaction data.

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Job satisfaction and accidents:

Not very long ago Sigmund Freud made the statement that accidents just do not

happen. Suggesting thereby that perhaps chance is not the only thing to which

accidents could be attributed. Some people tend to be more prone to accidents than

others. Studies have shown a variety of variables that seen to explain at least to some

extent, the reasons why accidents take place. These could be reasons in once own

personal life, work itself, and the environment in which one is working. According to

KIREHNER (1961), accidents are the means of venting anger and frustration and

getting attention.

Research on the relationship between job satisfaction and accident, generally

shows that the higher the satisfaction with the job, the lower is the rate of accidents.

JOB SATISFACTION AND ADJUSTMENTS

If the employee is facing problems in general adjustment, it is likely to affect his work

life. Al though it is difficult to define adjustment most psychologists and organizational

behaviorists have been able to narrow it down to what they call neuroticism and

anxiety. Neuroticism, perhaps, can be examined in the light of what is socially

desirable. Generally deviation from socially expected behavior has come to be

identified as neurotic behavior. Since the socially expected/desirable behavior may

change from generation to generation, the symptoms of deviant behavior may also

change.

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Chronic absenteeism may verge neuroticism while a person coming barefoot to the

office may be a milder form of it. Though it may be easy to identify symptoms of

neuroticism it is very difficult to know what causes it. Family tensions, job tensions,

social tension, emotional stress, fear, anxiety of any such sources could be a source of

neuroticism.

JOB SATISFACTION AND UNIONISM

In the Indian context where unions are strong and persuasive, to think of job

satisfaction with out unionism would be very unrealistic. Although a large no of work

force, particularly in rural sector is not unionized, in large cities and industrial belts

unions are a fact of life. If the organizational climate, personal policies and practices of

management are seen as dissatisfying, most workers tend to look up at the union

official to settle their grievances. Not only this, the dissatisfaction of the employees

with the work and work environment is often exploited by union leaders to gain

membership and support of the work force.

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JOB SATISFACTION AND PRODUCTIVITY

It is generally assumed that a satisfied employee will also be a productive employee.

On the face of it one may find this to be irrefutable fact. The evidence particularly in

the west shows no relationship between job satisfaction and productivity. Three main

surveys of existing research on job satisfaction on productivity suggest virtually no

evidence of any relationship between these two variables. One of the earlier surveys of

Bray field and Crockett (1955) examined a number of studies on the western sample

and found to relationship between job satisfaction and performance. Similar findings

are reported by Hertzberg and his associates (1957), Vroom (1964) reported the

findings of 20 studies published during 1945 to 1963 and found a median correlation of

0.14 with a range of 0.86 to -0.31.

JOB SATISFACTION AND PERSONAL CHARACTERISTICS

When a person comes to work, brings with him total personality, his attributes, likes

and dislikes, his personal characteristics and these in turn, influence the satisfaction he

derives from his work. As work is one of the necessary aspects of the total life

experience of an individual, it becomes important to examine how his personal

characteristics influence his job. Personal characteristics here refer to such bio-social

variable as age, marital status, education, length of service, and income, etc.

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JOB SATISFACTION AND ORGANIZATIONAL OBJECTIVES

Much of job satisfaction research has centered on the correlative studies examining the

association of personality or job factors with job satisfaction. In these studies the

respondents have evaluated their understanding of how satisfied or dissatisfied they felt

with various aspects of jobs and whether this had anything to do with such factors as

age, sex, years of experience, income, etc. in the order set of studies the respondents

have been divided into groups based on their biographic variables and the effect of such

variables has been studied on satisfaction or dissatisfaction. Alternatively, based on

satisfaction score they have been divided into groups of high, low and moderate and

back ward analysis is done to see how they differ on biographic or other job variables.

Not much is known about how the overall goals of the organization contribute to the

degree of satisfaction or dissatisfaction. A study of the relationship between satisfaction

and organizational objectives ma throw light on a variety of issues that other wise may

not be possible for example, such a study may help organizations to develop

organizational level plans to induce greater satisfaction; help the employees to develop

an identity with the organization, or just improve many studies are conducted on this

issue on Indian respondents. However, there is one study that seems to deal direct with

this issue.

Khan Walla and Jain (1984) designed a research to study how goals of organizations

affect the satisfaction level of the managers. In this study the unit of analysis was

organization as a whole and not the individual responses of the respondents.

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Data were collected on 47 Indian organizations. The following 12 operating goals were

measured on a 5-pont scale of importance to top management.

1. Higher profitability.

2. Performance stabilization.

3. Higher sales growth rate.

4. Growth in market share.

5. Better public image.

6. Greater customer loyalty.

7. Better relationship with government.

8. More professionalized management.

9. Higher employee morale.

10 Higher operating efficiency.

11 Greater supervisory and managerial skills.

12. Increased meeting of national priorities.

Managers also filled out a satisfaction questionnaire consisting of following 14 job

factors. These were rated on a 4-point scale of significance to rates.

1. Sense of challenge and worth while accomplishment.

2. Opportunity for personal growth and development.

3. Opportunity for taking initiative.

4. Superiors appreciation for good work.

5. Decision-making authority.

6. Opportunity for promotion.

7. Job freedom.

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8. Opportunity in influence superiors decisions.

9. Social prestige of organization.

11. Considerate and helpful boss.

12. Opportunity to serve society.

13. Job security.

14. Pay, allowances and other perquisites.

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ANALYSIS OF JOB SATISFACTION

How do you like your job? The answer to this question is probably the way most people

view quality of work life. The end result of the question is the overall satisfaction one

receives from a job. The factors effecting a job satisfaction can be divided in to 3 main

areas.

1. Internal factors

2. External factors

3. individual factors

FACTORS

Internal External IndividualThe work Achievement Commitment

Job variety Roll ambiguity Expectation

Autonomy Roll conflict Job involve

Goal determination Opportunity Effort

Feed back & Job security Reward ration

Recognition Social interaction Influence

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INTERNAL FACTORS

The work : effect of person schedules of current

Job at a particular company

Job variety :Number of skills and depth of

Knowledge required.

Autonomic : Freedom to control your own work.

Goal determination : Freedom to set your own goals and

Feed back &

Recognition : Private and public notice concerning

Job performance.

EXTERNAL FACTORS

Achievement : success in completion tasks.

Role ambiguity & role conflict:knowing your work roles and

Agreement with other employees works

roles.

Opportunity : future prospects with

Current and other employees.

Job security : assurances of continued

Employment

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Social interactions : quality and quantity of

Interactions with others.

Supervision : quality of management.

Organization culture : effect of the organizations

Climate or Cultural environment

Work schedules : match between work schedule

And the workers schedules.

Seniority : length of time a person has held

a position.

Compensation : monitory rewards and the role of

Money.

INDIVIDUAL FACTORS

Commitment : the care and selection of and personal

Dedicated to a job.

Expectations : what people believe they will receive?

In return for work?

Job involvement : how important a job is in some ones

Arable life.

Effort/reward the balance between the amounts

Worked and ratio the rewards

received.

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Influence of co-workers : issues the co-workers feel are

Important.

Comparisons : how your job rates with the jobs of

Friends and relatives?

Opinion of others : how prestigious others feel your job is?

Personal out look : your view of yourself in general

Age : how old some one is?

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CHAPTER 4

ANALYSIS AND

INTERPRETATION OF DATA

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ANALYSIS AND INTERPRETATION

Human resources management is one of the vital areas of management in any

business. The success of an organization mainly depends on these human resources.

The level of satisfaction of employees on their job ultimately determines the

productivity level in any organization. Hence one of the important areas need to be

focused in this regard is Job Satisfaction.

Visakha Dairy employs more than 890 employees and was successfully run all

through these years. An attempt has been made to assess the level of Job Satisfaction

among the employees of Visakha Dairy. A questionnaire has been surveyed to a

sample of 60 respondents adopting random sampling method. Their perceptions have

been analyzed and interpreted in this chapter. Every employee who has been

employed with a particular job in an organization has some or other perception

regarding his job. An attempt was made to know as to what the employees feel about

their job

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Table1. Respondents perception about their job

Options No of respondents Percentage of respondents

Interesting 19 32

Challenging 33 55

Monotonous 8 13

Cant say 0 0

Total 60 100

Graph 1:

0

10

20

30

40

50

60

Interesting Challenging Monotonous Cant say

OPTIONS

PER

CENTAGE

OFRESPOND

Series1

Interpretation1:

The above graph represents the statistics as to how far the employees are familiar with

the job facilities provided in Visakha diary. About 55% employees among the sample

surveyed feel about their job is challenging. 32% employees feel their job as

interesting and 13% feel it as monotonous. Most of the employees who have

responded to the survey feel that their job is challenging.

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Table 2- Essential skills and talents required for job

Graph2:

0

10

20

30

40

50

60

70

Always Sometimes Not required

OPTIONS

PERCENTAGE

O

RESPONDENTS

Interpretation 2:

From the above table we can depict that 62% employees sometimes use a wide variety

of skills and talents to do their jobs in Visakha dairy and 25% employees feel that they

68

Options No of respondents Percentage of

respondentsAlways 15 25

Sometimes 37 62

Not required 8 13

Total 60 100


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always use a wide variety of skills and talents to do their jobs and remaining people

are of the opinion that special skills are not required for their job.

The majority of employees feel that they sometimes need to use their skills and very

few percentages of employees who responded that they never use their skills and talents

are the lower cadre employees and the employees belonging to the clerical cadre.

Table 3 Encouraging the education and personal growth

Option No of respondents Percentage of

respondentsYes 43 72

No 17 28

Total 60 100

Graph3:

0

10

20

30

40

50

60

70

80

Yes No

OPTIONS

PERCENTAGE

OFRESPON

DENT

Interpretation3:

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From the above table we can observe that about 72% of employees are satisfied with

the continuing education personal growth supported by the organization and about 28%

of employees have rated no.

Industrial relations count a lot in any organization. The employees gain job

satisfaction only when the relationship between the management and workers is good.

The employees were asked to rate the relationship between them and the management.

Table 4 Employees perception about treatment by the management


respondentsExcellent 10 17

Good 37 62

Satisfactory 13 21

Poor 0 0

Total 60 100

Graph4:

0

10

20

30

40

50

60

70

Excellent Good Satisfactory Poor

OPTIONS

PERCENTAGE

OF

R

Series1

Interpretation4:

It can be understood that the treatment of employees by the management is excellent

and most of the employees are satisfied with the treatment of the management.

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The relationship between the management and worker is excellent. This may be

because of the reason that management emphasis on workers participations in

management schemes.

The policies and procedures of an organization have a drastic effect on the satisfaction

level of the job. An attempt was made to know about the policies and procedures and

the satisfaction among the employees regarding these policies.

Table 5 Employees perception about policies and procedures


respondentsHighly satisfied 12 20

Satisfied 39 65

dissatisfied 9 15

Total 60 100

Graph5:

0

10

20

30

40

50

60

70

Highly

satisfied

Satisfied dissatisfied

OPTIONS

PERCENTAGE

OFRESPONDENT

Series1

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Interpreatation5:

It can be observed that the respondents are satisfied with the policies and procedures

followed in Visakha Dairy and half of the respondents feel that the policies and

procedures are highly satisfied and very few are dissatisfied.

The statistical data obtain from the survey report clearly shows that majority of the

employees are satisfied with the policies and procedures. The reason for this is that the

company frames its policies and procedures in accordance to its employees. The

employees who frame the policies themselves have rated it as excellent.

Table6 Employees working conditions prevailing in the organization



Satisfied 40 67

dissatisfied 9 15

Total 60 100

Graph6:

0

10

20

30

40

50

60

70

80

Highly

satisfied


OPTIONS

PERCENTAGE

OFRESPOND

Series1

Interpretation6:

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It can be depicted nearly 66.67% of the respondents are satisfied with the working

conditions prevailing in Visakha dairy and 18 % of the respondents are highly

satisfied with the working conditions and 15% of the respondents are dissatisfied.

From the outcome of the survey report it can clearly observed that majority of the

employees satisfied with the working conditions. Visakha diary is providing excellent

working condition for employees. But the percentage of employees who have

responded that the working conditions are not up to the mark indicates that Visakha

dairy need to implement something more.

Table 7 Employee opinion about the method of communication



Good 33 55

Satisfactory 17 28

Poor 0 0

Total 60 100

Graph7:

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0

10

20

30

40

50

60

Excellent Good Satisfactory P oor

OPTIONS

PERCENTAGE

OFRE

SPONDENT

Series1

Interpretation7:

From the above table we can observe that 55% respondents rated the method of

communication followed in Visakha dairy as good and 28% of respondents are

satisfied with the communication method and 17% of respondents have rated it as

excellent.Each and every matter of importance is communicated to its employees

regularly from time to time. The different modes through which communication is

passed on to the employees are through notices, memos, letters etc.

Table 8 Employees opinion about the supervision assistance and

guidance

Option No of respondents Percentage ofrespondents

Highly satisfied 25 42

Satisfied 35 58

dissatisfied 0 0

Total 60 100

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Graph8:

0

10

20

30

40

50

60

70

Highly

satisfied


OPTIONS

PERCENTAGE

OFRESPO

Series1

Interpretation8:

The statistical data obtained from the sample survey depicts that 58 % of the

employees have got the assistance and guidance of their superior when needed. Hence

they are satisfied. 42% feel that guidance provided by the superior is excellent and

they are highly satisfied with this regard.

The relationship between the superior and the employees in Visakha dairy is very

friendly in nature. The superior provides the employee with proper guidance and

useful information when ever needed. The employees never find it going tough with

the superior.

Table 9 Employee perception about the team work in the Visakha Dairy.



Good 34 57Satisfactory 15 25

Poor 3 5

Total 60 100

Graph9:

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0

10

20

30

40

50

60

Excellent Good Satisfactory Poor

OPTIONS

PERCENTAGEO

FRESPOND

Series1

Interpretation9:

The survey report states that 57% of the employees are of the view that the team work

in Visakha dairy is good. Nearly 25% are satisfied with the team work performance

and the rest of 13% and 5% have rated them as excellent and poor respectively.

The task in the Visakha dairy is completed by collective efforts. The teams are assigned

the task and each of the employees in the team is made responsible to solve that task.

Some of the respondents have rated the team work as poor. The reason for this may be

that their perception is not matching with the perception of others.

An attempt was made to know about the satisfaction level of the employees regardingthe salary being paid to them.

Table 10 Respondents opinion about their salary



Satisfied 40 67

dissatisfied 10 16

Total 60 100

Graph10:

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0

10

20

30

40

50

60

70

80

Highly

satisfied


OPTIONS

PERCENTAGE

OFR

ESPONDENT

Series1

Interpretation10:

From the above results we observed that 67% of the employees are satisfied with the

present salary, 17% of them are highly satisfied with the present salary and 16% of the

employees are dissatisfied with the salary system.

Most of the employees are satisfied with the present salary being paid to them. These

are the employees in the higher cadre level. The employees who are not satisfied with

the salaries are the lower cadre employees. The Visakha dairy should take care that the

lower cadre employees are satisfied with the wages.

Table11- Employees perception about rewarding their best

performance



Sometimes 34 56

Never 12 20

Total 60 100

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Graph11:

0

10

20

30

40

50

60

Always Sometimes Never

OPTIONS

PERCENTAGEO

FR

Series1

Interpretation11:

Among the employees surveyed 56% of them feel that they have been rewarded

sometimes for their work. 24% of them feel that they are always rewarded for the job

they have accomplished.

Visakha dairy rewarded its employees from time to time for their best performances

they have contributed to the organization. But the procedure for selection of employees

for the reward system is so tough that the employees get rewards rarely. Hence there is

a little bit of dissatisfaction in this case.

Table 12 Respondents opinion about recognition of their major job

accomplishments



Sometimes 36 60

Never 13 22

Total 60 100

Graph12:

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0

10

20

30

40

50

60

70


OPTIONS

PERCENTAGEO

F

RES

Series1

Interpretation12:

From the above data given in the table we observe that 60% of the respondents are

given recognition sometimes for major job accomplishments. 18% of the respondents

are always given recognition and the percentage of employees who rated this scheme as

never is 22% which cannot be neglected.

Table 13 Employees opinion about provision of opportunities by

management


respondents

Always 19 32Sometimes 33 55

Never 8 13

Total 60 100

GRAPH: 13

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0

10

20

30

40

50

60


OPTIONS

PERCENTAG

E

OFRESPO

Series1

Interpretation13:

32% of the employees are of the opinion that they are always provided with

opportunities. 55% of them view that they are sometimes provided with opportunities

and 13% feel that they are never provided with such an opportunity.

Employees are not given lot of opportunities for handling more responsibilities. This

could be revealed from the out come of the study. But very few of them accept the

opportunities.

Table14 Facing of Health problems due to the work stress


respondents

Yes 43 72

No 17 28

Total 60 100

Graph14:

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0

10

20

30

40

50

60

70

80

Yes No

OPTIONS

PERCENTAGEO

FRESPONDEN

Series2

Interpretation14:

The above graph represents the statistical as to how far the employees are familiar with

the health problems because of work stress in Visakha dairy. About 72% employees

among that sample surveyed have health problems due to work stress. 28% employees

are of the opinion that they have no health problems.

Most of the people who are employed in Visakha Dairy have no health problems

arising from the work. This may be one of the reasons for their job satisfaction.

Table15 Respondents opinion about quitting organization


respondentsYes 39 65

No 21 35

Total 60 100

Graph15:

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0

10

20

30

40

50

60

70

Yes No

OPTIONS

PERCENTAGEO

FRESPONDEN

Series2

Interpretation15:

65% of the respondents are ready to quit the organization if they get better

opportunities and 35% are not willing to quit the organization.

When asked whether the employees would like to leave the organization or not, most of

them preferred leaving the organization if they get a better opportunity else where. This

means that Visakha dairy should take a better care of its employees.

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CHAPTER 5

SUMMARY AND

SUGGESTIONS

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SUMMARY

Human Resource is considered to be the most valuable asset in any

organization. It is the sum-total of inherent abilities, acquired knowledge and skills

represented by the talents and aptitudes of the employed persons who comprise

executives, supervisors and the rank and file employees. It may be noted here that

human resources should be utilized to the maximum possible extent, in order to

achieve individual and organizational goals; it is thus the employees performance

which ultimately decides and attainment of goals. However, the employee

performance is to a large extent influenced by motivation and job satisfaction.

JOB SATISFACTION plays a vital role in any industry or any organization or

business. Organization expects efficient performance from their employees in order to

contribute to the attainment of the individual goals job satisfaction is necessary. Job

satisfaction refers to a persons feeling of satisfaction on the job, which as a motivation

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

on the job.

Generally the level of job satisfaction seems to have some relation with various

aspects of work behavior like absenteeism, adjustment, accidents, productivity and

union affiliation. Although several studies have shown varying degrees of relationship

between them and job satisfaction, it is not quite clear whether these relationships are

correlative or casual.

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Sri Vijaya Visakha District Milk Producers Mutually Aided Co-operative

Union Limited is one of the biggest milk producing industry in Andhra Pradesh.The

plant is located at Visakhapatnam. The main products of Sri Vijaya Visakha District

Milk Producers Mutually Aided Co-operative Union Limited are milk, bad am milk,

flavored milk, doodh peda, misti dhoi, pannier, ghee, Visakha dairy north pole ice

cream, badam burfy, milk shakes, and etc are the remaining products of the Sri

Vijaya Visakha District Milk Producers Mutually Aided Co-operative Union

Limited".

An attempt has been made to asses the level of Job Satisfaction of employees of

Visakha Dairy.

A questionnaire has been surveyed to a sample of 60 respondents from various

departments.

The respondents were selected on the basis of simple random sampling. At least 4 years

of experienced employees were selected and given questionnaires. The idea beyond that

is if they had 4 years of experience they will be having fair knowledge about their job.

The secondary data was collected from company books, websites, various books and

records from the HRM department of the unit.

After conducting the study, it was observed that most of the employees are satisfied

with their jobs. The management is taking necessary steps to increase the level of

satisfaction in Sri Vijaya Visakha district milk producers mutually aided co-operative

union limited".

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