INDUSTRY PROFILE Indias dairy industry is considered as one of the most successful development programmes in the post-Independence period.

In the year 2006-07the total milk production in the country was over 94.6 million tonnes with a per capita availability of 229 gms per day. The industry had been recording an annual growth of 4% during the period 1993-2005, which is almost 3 times the average growth rate of the dairy industry in the world. Dairy Cooperatives account for the major share of processed liquid milk marketed in the India. Milk is processed and marketed by 170 Milk Producers Cooperative Unions, which federate into 15 State Cooperative Milk Marketing Federations. Over the years, several brands have been created by cooperatives like Amul (GCMMF), Vijaya (AP), Verka (Punjab), Saras (Rajasthan). Nandini (Karnataka), Milma (Kerala) and Gokul (Kolhapur). Uttar Pradesh, Punjab, Haryana, Rajasthan, Gujarat, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu are the milk surplus states in India. The manufacturing of milk products is obviously high in these milk surplus States. Exports of dairy products have been growing at the rate of 25% per annum in the terms of quantity terms and 28% in terms of value since 2001. Significant investment opportunities exist for the manufacturing of value-added milk products like milk powder, packaged milk, butter, ghee, cheese and ready-to-drink milk products. India has emerged as the largest milk producing country in the world with present level of annual milk production estimated as 94.5 million tonnes. We expect a production level of 135 million tonnes by the year 2015. India has a large livestock population base constituting 278 million livestock including 180.5 million cattle, 82.8 million buffaloes, 4 million sheep and 9.2 million goats. India prepares to tackle the international market following Japan, where milk consumption today, has more than trebled to 70 kg per capita from a mere 20 kg in the 'sixties the consumption of dairy products in other Asian 'tiger' nations is also growing. COMMERCIAL PRODUCTION OF TRADITIONAL PRODUCTS: With the increase in the availability of liquid milk and Western dairy products, refinement in the marketing network and significant improvement in per capita income, there is an increased pressure for the restructuring of the indigenous milk product industry. Now, the

organized sector has started showing keen interest in processes and equipment for manufacturing traditional products standardization of products, as well as refinement in packaging and improvement in safety and shelf life. Any innovation which can enable the organized sector to manufacture and market indigenous milk products on an industrial scale can have a far reaching impact on the dairy industry as well as on the economic condition of milk producers. The market for indigenous products far exceeds that for Western dairy products like butter, milk powder and cheese. A great scope exists for further expansion of the market for indigenous milk products, provided quality and safety are ensured and the shelf life is extended to facilitate distribution over larger areas. Major innovations are needed in manufacturing, quality assurance, packaging and process engineering to adapt these products to current marketing and consumer requirements. MAJOR PLAYERS: The dairy industry is dominated by the co-operative sector. About 60% of the installed processing capacity is in the co-operative sector. The National Dairy Development Board (NDDB) is a major player in the market with its major brand, Amul. Leading brands like Amul, Nestle, Mother Dairy and Britannia are in the race to tap the growing market. The milk and dairy products segment is set for up gradation of cold-storage chains for expansion. Mother Dairy, a wholly owned subsidiary of National Dairy Development Board plans to make strong presence in the market of milk and milk products under the Mother Dairy brand through retail outlets across the country in addition to its own 300 outlets with provision of cold storage and cold chains.

COMPANY PROFILE S.P.MANI AND MOHAN DIARY named AMITHAA MILK was established on 25January 1984 and have achieved 25 years of service and now being silver jubilee year. It handles about 1lakh to 1.25 lakh Liter per day. PRODUCT TYPES: It is a state of art technology based firm committed to serve the public with diary product such as MILK CURD BUTTER MILK CHIEF EXECUTIVE OFFICERS: R.MOHANASUNDARAM S.P.LOGANATHAN PRODUCT RANGE: The firms deals in raw milk, process the milk by chilling, pasteurizes, homogenize and delivered in packets of 1000ml to 100ml. A part from milk they deal in curd and butter milk in packets. Totally hand off technology is followed. The firm is in the field for nearly two decades and is established by a well-trained team of technocrats with wide experience in process of milk and dairy products. The client list of the firm is all Tamilnadu, Pondicherry and Kerala and is ever growing. The daily orders from a wide brand of Consumer stand testimony to Consumer satisfaction on an ongoing basis. MANUFACTURING FACILITIES: The firm has its own chilling plants with entire infrastructure set in place. The firm is not dependent on any other sub vendor or dealer for process of milk and dispatch. The firm distribute its product by own refrigerated PUF insulated vehicle to meet the end Consumer in an hygienic way. At present the company owns 49 vehicles.

QUALITY ASSURANCE: The mission statement of the firm is total Consumer satisfaction through rigid quality assurance at each stage. The stage wise quality testing and inspection to ensure best quality. Quality is not left to change and is built into consciously through laid down procedure.

MICROBIOLOGICAL LAB: The firm is well equipped with well sophisticated microbiological lab for testing milk for its microbiological content. The milk is thoroughly analyzed and tested for its FAT and SNF by well experienced lab technicians. OTHER INFORMATION: The mission statement of the firm is total Consumer satisfaction through quality assurance based on a holistic approach. The firm has its own vertinery doctors, who visits the procurement centers and help the farmers in maintaining the animal in good health. Good quality feeds are supplied by the firm to the farmer so as to get good yield of milk. The firm has supplied deep freezers to all its distributers to supply milk in a good condition. The company provides free canteen facility for its worker. Periodical visit are done by R.MOHANASUNDARAM to the respective areas in person to encourage the distributor and sub dealers. Regular seminars are conducted at village with SKMFEEDS and foods to enhance their techniques and production. We have utilized the services of NABARD &is the first company in the state to avail the scheme of subsidy.

JOB SATISFACTION

Job satisfaction represents a combination of positive or negative feelings that workers have towards their work. Meanwhile, when a worker employed in a business organization, brings with it the needs, desires and experiences which determinates expectations that he has dismissed. Job satisfaction represents the extent to which expectations are and match the real awards. Job satisfaction is closely linked to that individual's behaviour in the work place (Davis et al., 1985).

The term job satisfaction refers to the attitude and feelings people have about their work. Positive and favorable attitudes towards the job indicate job satisfaction. Negative and unfavorable attitudes towards the job indicate job dissatisfaction (Armstrong, 2006).

IMPORTANCE OF JOB SATISFACTION:

Organizations should be guided by human values. Such organizations will be oriented towards treating workers fairly and with respect. In such cases the assessment of job satisfaction may serve as a good indicator of employee effectiveness.

The behaviour of workers depending on their level of job satisfaction will affect the
functioning and activities of the organization's business. From this it can be concluded that job satisfaction will result in positive behaviour and vice versa, dissatisfaction from the work will result in negative behaviour of employees.

Job satisfaction may serve as indicators of organizational activities. Through job satisfaction evaluation different levels of satisfaction in different organizational units can be defined, but in turn can serve as a good indication regarding in which organizational unit changes that would boost performance should be made.

FACTORS OF JOB SATISFACTION: Many people think that a job is that thing they do for cash. But is a good job just about the cash? There are a lot of factors besides money that contribute to job satisfaction.

1. JOB SECURITY: Job security is rapidly becoming a thing of the past. Most people will have many jobs over the course of their working lives. What job security means today is that you have strong transferable skills and knowledge that you can bring with you to each new job. Plan to build solid reading, math, technical and thinking skills.

2. INTERESTING PROJECTS: Working on interesting projects can be greatly rewarding. When you work with a Motivated group of people on a project that is meaningful to youorganizing a major event, building a bridge, launching a new product, helping out in a natural disasterit is an opportunity to build new skills and to establish yourself as a team player who can contribute under pressure.

3. INTERPERSONAL RELATIONS: Good relationships in the workplace are essential ingredients of a good job. The workplace is a social environment. Employees are happier and do better when there is a sense of teamwork and camaraderie. When employees get along and work well together, there is lower turnover, less friction and better performance.

4. RECOGNITION: A good company will take the time to acknowledge and appreciate employee efforts, especially when an employee goes above and beyond the job description. Maybe this means making a suggestion that saves the company money, streamlining a procedure or helping the company exceed production or sales quotas. It can also mean doing what you were hired to dotaking pride in your work, being friendly and doing your job consistently well. 5. PHYSICAL WORK ENVIRONMENT: Few workplaces are exactly as we want them to be but a poor work environment can make us hate getting up in the morning. Is the workplace comfortable? How is the

ventilation? Lighting? Temperature? Is there adequate privacy? Is it attractive and welcoming? Is it conducive to work? Are you OK with the dress code?

6. WORKLOAD: A heavy workload can lead to stress and burnout. A light workload can be totally boring and unsatisfying. Of course there will be more and less intense periods with every job but over the long haul you want balance! A good job will give you enough work to keep you productive and challenged and yet not so much that you feel youre being taken advantages.

7. BENEFITS: A good salary may not look so great once you factor in the cost of insurance, health care and retirement savings. A good benefits package can more than make up for a lower salary.

MEASURING JOB SATISFACTION: How job satisfaction is measured depends on whether affective or cognitive job satisfaction is of interest. The majority of job satisfaction measures are self-reports and based on multi-item scales. Several measures have been developed over the years, although they vary in terms of how carefully and distinctively they are conceptualized with respect to affective or cognitive job satisfaction. They also vary in terms of the extent and rigour of their psychometric validation. 1. BRIEF INDEX OF AFFECTIVE JOB SATISFACTION: The Brief Index of Affective Job Satisfaction (BIAJS) is a 4-item, overtly affective as opposed to cognitive, measure of overall affective job satisfaction. It differs from other job satisfaction measures in being comprehensively validated not just for internal consistency reliability, temporal stability, convergent and criterion-related validities, but also for cross-population invariance by nationality, job level, and job type. Reported internal consistency reliabilities range between .81 and .87

2. JOB DESCRIPTIVE INDEX: The Job Descriptive Index (JDI), is a specifically cognitive job satisfaction measure. It measures ones satisfaction in five facets: pay, promotions and promotion opportunities, coworkers, supervision, and the work itself. The scale is simple, participants answer either yes, no, or cant decide (indicated by ?) in response to whether given statements accurately describe ones job.

Other job satisfaction questionnaires include: the Minnesota Satisfaction Questionnaire (MSQ), the Job Satisfaction Survey (JSS), and the Faces Scale. The MSQ measures job satisfaction in 20 facets and has a long form with 100 questions (five items from each facet) and a short form with 20 questions (one item from each facet). The JSS is a 36 item questionnaire that measures nine facets of job satisfaction. Finally, the Faces Scale of job satisfaction, one of the first scales used widely, measured overall job satisfaction with just one item which participants respond to by choosing a face.

ORGANISATION CHART:

CHAIRMAN

GENERAL MANAGER

PRODUCTION MANAGER

FINANCE MANAGER

MARKETING MANAGER

ASSISTANT MANAGER

MILK PROCUREMENT

ACCOUNTANT

SALES EXECUTIVES

OFFICE STAFF

STORE MANAGER

ACCOUNT ASSISTANT

AREA SALES MANAGER

QUALITY CHECKER

SALES OFFICER

REVIEW OF LITERATURE

In the literature review and survey we studied about the job satisfaction of the employee. Amirtha Milk company consists of three department namely production, Finance and Marketing. The production department led by production manager and he/she manages procurement, store and quality team. The finance department led by Chief Auditor and he /she record the money handling of the Milk production and sales department. The one more department is marketing it consists of Marketing manager, sales executives, area sales manager and Sales officer. This entire team is working to increase the sales of their products, in turns increase the annual turnover of the company. The company consists of three department and all are comes under the control of General Manager. In the company totally around 200 employees are working and play different roles in it. The success of the company depends on various parameters. In the Literature review various researchers proposes WIN-WIN model is one of the best model for the growth of the company. The development of the company both employer and employee have to work hands together. In this project we studied the employees involvement and their satisfaction of their work. To study the employee satisfaction we have to consider various parameters such as Job Security Work Load Inter relationships Career advancements Recognition of work Relationship with Management Employee benefits.

In a literature review, Lu, While, and Barriball (2005) mentioned the traditional model of job satisfaction focuses on all the feelings about job of an individual. However, what makes a job satisfying or dissatisfying does not depend only on the nature of the job, but also on the expectations that individuals have of what their job should provide.

Maslow (1954 cited in Huber, 2006) arranged human needs along a five level hierarchy from physiological needs, safety and security, belonging, esteem to self-actualization. In Maslows pyramid, needs at the lower levels must be fulfilled before those rise to a higher level. According to Maslows theory, some researchers have approached on job satisfaction from the perspective of need fulfillment (Regis & Porto, 2006; Worf, 1970). Job satisfaction as a match between what individuals perceive they need and what rewards they perceive they receive from their jobs (Huber, 2006). However, overtime, Maslows theory has diminished in value. In the Current trend, the approach of job satisfaction focuses on cognitive process rather than on basic needs in the studies (Huber, 2006; Spector, 1997).

Another approach as proposed by Herzberg (Herzberg et al., 1959; cited in Huber, 2006) is based on the Maslows theory. Herzberg and colleagues built Herzbergs motivation-hygiene theory of job satisfaction. Theory proposed that there are two different categories of needs, which are intrinsic (motivators) and extrinsic (hygiene) factors. Theory postulates that job satisfaction and/or is dissatisfaction is the function of two need systems. Intrinsic factors are related to the job itself. Intrinsic factors seem to influence positively on job satisfaction. The motivators include advancement, growth and development, responsibility for work, challenging, recognition, and advancement. In other words, extrinsic factors are closely related to the environment and condition of the work. The hygienes relate to job dissatisfaction including supervision, company policy and administration, working condition and interpersonal relation (Lephalala, Ehlers, & Oosthuizen, 2008; Shimizu et al., 2005). This theory has dominated in the study of job satisfaction, and become a basic for development of job satisfaction assessment (Lu et al., 2005).

In summary, some previous theories have proposed many factors contributed to job satisfaction such as the Maslows hierarchy of needs and the set of Herzbergs motivation hygiene theory. This study is going to measure job satisfaction in two categories, including motivator and hygiene factors, which are related to Herzbergs theory.

OBJECTIVES

PRIMARY OBJECTIVE: To study the employee job satisfaction at, AMIRTHA MILK, ERODE.

SECONDARY OBJECTIVES:

To find out the employees level of satisfaction associated with nature of jobs and
working atmosphere.

To study factors influencing employee job satisfaction. To study management employee relationship. To analyze the satisfaction level of the employees welfare measures and Job
security.

To suggest some measures for improving the satisfaction level of the employees.

RESEARCH METHODOLOGY

RESEARCH DESIGN A descriptive research attempts to describe systematically a situation, problem, phenomenon, service or program, or provides information about, say, the living conditions of a community, or describes attitudes towards an issue.

SOURCE OF DATA There are two major approaches to gathering data are categorized as; 1. Primary data 2. Secondary data

Primary Data With help of the Structured Questionnaire, technique has been used for the collection of primary data from the respondents. Secondary Data The secondary data is collected from the company records and various websites.

METHODS OF ANALYSIS
Inference refers to the task of drawing influence from the collected facts. It is the analysis or exploratory study. In fact it is a search for broader meaning of research findings. Data inference is concerned with relationship with in the collected data. To represent the collected data Column chart are used. Partially over lapping analysis inference is also entered beyond the data of the study to include the result of other research, theory and hypothesis.

Statistical analysis: Following are the statistical tools that are used for analysis purpose: Percentage analysis Chi-square method

1. PERCENTAGE ANALYSIS: In case multiple-choice question the customers were categorized based on the nature and percentage is calculated for each category. The percentage analysis is the analysis of ratio of a current value to based value either the result multiplied by 100. No of respondents Percentage analysis = ------------------------ X 100 Total respondents Objective: The main objective of the percentage analysis is comparison of data for the analysis.

2. CHI-SQUARE: The objective of chi-square test is to determine comparison of expected frequency (E) with the observed frequency (O) to determine where the difference between the two is greater than which might occur chance. Condition for use: Two set data should be present i.e., observed and expected data based on sample size. Each observed and expected count should be 5 or greater than 5, otherwise Yates

correction to be done. The difference between rows and columns must represent categorical variable. If

computed value is greater than the tabulated value at a predetermined level of significance and degree of freedom the hypothesis is rejected. On the other hand if the calculated chi-square value is less than the tabulated value, the hypothesis is rejected. = (Oi-Ei) 2/Ei Oi = observed frequency Ei = expected frequency