A Study of Employee Satisfaction in Dairy Industry

With Special Reference to Mahanand Dairy-Mumbai

DR.SHAUKAT ALI & Mahadeo G*
ABSTRACT
The Milk product plays a vital role in human life. The dairy industry in India is considered to
be a category, which has been growing and profitable. This category is better organized
amongst other categories of processed food industry in India. In todays global competition
customer is king . Employee Satisfaction is a prerequisite for the customer satisfaction.
Enhanced employee satisfaction leads to higher level of employee retention. This paper is
based on an empirical study. The data was collected using both qualitative and quantitative
methods from 100 employees of Mahanand Dairy which is largest Cow milk packaging &
distributing dairy in Asia. Human capital is the real asset for any organization, and this
makes the HR role important in recruiting, managing, and retaining the best.. A stable and
committed workforce ensures successful knowledge transfer, sharing, and creation --- a key
to continuous improvement, innovation, and knowledge-based total customer satisfaction.
Employee satisfaction surveys help organizations to measure and understand their
employees' attitude, opinions, motivation, and general satisfaction with their work
environment. Use employee satisfaction surveys to inform employee decision making,
benefits, work needs and more.
Key word: - Employee satisfaction, Dairy industry, employee perceptions.WLB.

Introduction :The success of a corporation depends very much on customer satisfaction. A high level of
customer service leads to customer retention, thus offering growth and profit opportunities to
the organization. There is a strong relationship between customer satisfaction and employee
satisfaction. Satisfied employees are more likely to stay with company and become
committed and have more likely to be motivated to provide high level of customer service, by
doing so will also further enhance the employees satisfaction through feeling of
achievement. Enhanced employee satisfaction leads to improved employee retention; and
employee stability ensures the successful implementation of continuous improvement and
customer satisfaction. Customer satisfaction will no doubt lead to corporate success and
greater job security. These will further enhance employee satisfaction. Therefore, employee
satisfaction is a prerequisite for customer satisfaction. The term job satisfaction refers to an
employees general attitudes toward his job. Locke defines job satisfaction as a Pleasurable
or positive emotional state resulting from the appraisal of ones job or job experience, to the
extent that persons job fulfil his dominant need and is consistent with his expectations and
values. The job will be satisfying there are three major theories of job satisfaction viz.,
1. Herzbergs Motivation-Hygiene Theory.
2. Need Fulfilment Theory.
3. Social Reference Group Theory.
Smith Kendall and Hulin have suggested that there are five job dimensions that represent
the most important characteristics of a job about which people have affective responses,
Page 1
*Dr Shaukat Ali, Associate Professor & Head ,Department of
Commerce, Akbar Peerbhoy Collage of Commerce & Economics
,University of Mumbai- Mumbai.
Email id : drshaukatali68@yahoo.co.in
Mobile no.- 09820922224

these are: The work itself, Pay: Promotion opportunities, Supervision, Co-workers.
According to Abraham A. Korman, there are two types of variables which determine the job
satisfaction of an individual. These are:1. Organizational variables, and 2. Personal
variables..Organizational variables include 1. 1. Occupational Level, 2. Job Content, 3.
Considerate Leadership, Pay And Promotional Opportunities, 5. Interaction In The
Workgroup, PERSONAL VARIABLES includes 1. Age, 2. Educational Levels, 3. Role
Perception, 4. Sex.
There are many methods for measuring job satisfaction. By far, the most common method
for collecting data regarding job satisfaction is the Likert scale (named after Rensis Likert).
Other less common methods of for gauging job satisfaction include: Yes/No questions,
True/False questions, point systems, checklist, forced choice answers. The Job Descriptive
Index (JDI), created by smith, Kendall, & Hulin (1969), job satisfaction that has been widely
used. It measures ones satisfaction in five facets: pay, promotions and opportunities, coworkers, supervision, and the work itself. The scale is simple, participants answer either yes,
no, or decide in response to whether given statements accurately describe one job. The Job
in General Index is an overall measurement of job satisfaction. It was an improvement to the
job Descriptive Index because the JDI focused too much on individual facets and not enough
on work satisfaction in general.

Organizational Profile:
Mahanand Dairy is the Largest Cow Milk packing and distributing dairy in Asia .Mahanand
Dairy is a venture of Maharashtra Rajya Sahakari Dudh Mahasangh Maryadit. .Mahanand
Dairy is always related to any breakthrough or advent in the Milk Production and Dairy
Technology in India. Mahananda has launched Mahanand Scheme..At present Mahanand
Dairy is distributing 8.5 Lac Litres milk per day through 722 milk distributors (Ex Dairy
Distributors -174 and shop Distributors, Commission Agents etc. - 548).The main objectives
of MRSDMM is to procure milk from the member milk unions at remunerative rates and
distribute the same to the consumers at reasonable rates. MRSDMM is thus working as a
vital link between the milk producers and consumers and working for the economic
development and upliftment of the farmers in the rural areas. MRSDMM was established on
09th June, 1967. At present MRSDMM have 86 member unions (25 District 49 Taluka 11
Multi-state unions) with more than 20000 primary milk societies & 23 laces which includes
appx. 27000 women members. MAHANAND DAIRY is the unit run by the MRSDMM,
Mahanand Dairy has made significant growth and progress in the field of productivity
improvement, quality improvement, energy conservation, cost control etc. due to sincere and
dedicated efforts put at all the levels. The details of significant growth, high lights and
achievements of MRSDMM / MAHANAND DAIRY are as under : ENHANCEMENT IN MILK
HANDLING .MAHANAND DAIRY was established on 18th Aug.1983 with a milk handling
capacity of 4 LLPD and the capacity was expanded up to 6 LLPD during the year 1997-98.
Mahanand Konkan Dairy plant has been established for giving special impetus for
development of backward region. At present, we are selling about 30,000 ltrs. of milk per day
from Konkan Dairy Project.
Mahanand Pune Dairy Plant is established to supply Mahanand MIlk to the huge population
in Pune city and surrounding area. At present,sss we are selling about 45,000 ltrs. of milk
per day from Pune Dairy Project.

Page 2

Mahanad Nagur Dairy Plant is establish to provide special impetus to backward region of
Vidarbh in general and Nagpur in particular. At present we are selling about 50,000 ltrs. of
milk from Nagpur Dairy.
Mahanand Wardha Dairy Plant has been started to provide special support to the Dairy
Development activity in Amravati region and the kplant of Wardha District milk union has
been taken on rental basis in order to help Rehabilitation of Wardha milk union with financial
assistance from Govt. of India and Govt. of Maharashtra. At present, we are selling about
15,000 ltrs. of milk from Wardha Dairy Plant.

Objective Of Study:The following are the objectives of the present study.

1) To determine the level of satisfaction of the respondents regarding their
job.
2) To study and understand the job satisfaction among the employees of The
Mahanand dairy.

3) To assess the general attitude of the employees towards Mahanand dairy..

4) To examine the nature of relation between Job factor & employee
satisfaction.

Research Methodolgy
Research Approach:Qualitative as well as Quantitative approach has been used for this research. But the
stress was basically on the quantitative approach.
Research Design: - In this project, descriptive type of research design has been used.
Sampling Technique: - Random conventional sampling has been adopted
Sample universe Mahanand Dairy Goregaon (Mumbai)
Sample size: - The Total sample size of 100 employees
Research Tool:-

A structured questionnaire was used as an instrument in gathering the

required information from employees.

Primary data is collected through personal interview & structured questionnaire.
Secondary data is gathered from internet, official websites, research articles,
Statistical Tools: - Percentage Analysis, Employee Satisfaction index &
Correlation analysis
Page 3

Data Analysis & Interpritation

Table 1

Distribution of the sample:- Gender wise

Sex
No. of Respondents
% of the Total
Mae
95
95
Female
05
05
Total
100
100
Source: Primary Data
It is observed that there are very few female employees are there. Sample constitutes only 5
% female workers & 95 % male workers.

Table 2

Distribution of the sample:-Age wise

Age Group
No. of Respondents
% of the Total
18-20
0
0
20-30
10
10
31-50
70
70
51-60
20
20
<60
0
0
Total
100
100
Source: Primary Data
It is observed that there is no employee below age of 20 years. sample constitute 10 % of
employee between age group of 20 to 30 years, whereas 70 % employees between 31-to 50
years & 20 % employee between 50 to 60 years age group.

Table 3
Distribution of the sample:-Education wise
Level of Education
No. of Respondents
% of the Total
Undergraduate
75
75
Graduate
10
10
Post Graduate
05
05
Professionally Qualified
10
10
Total
100
100
Source: Primary Data
I t is observed that 75 % employees are undergraduate, whereas 1o % employees are
graduate & 10 % are professionally qualified while 5 % post graduate.

Table 4 Distribution of the sample :marital status

Status
No. of Respondents
Percentage
Single
04
04
Married
96
96
Total
100
100
Source: Primary Data
It is observed that 96 % of employees are married & only 4 % employees are unmarried.

Page 4

Table 5 Do you think your job is challenging?

Level of Attitude
No. of Respondents
STRONGLY AGREE
25
AGREE
42
Neutral
11
DISAGREE
13
STRONGLY DISAGREE
09
Total
100
Source: Primary Data

Percentage
25
42
11
13
09
100

67 % employees agree that their job is challenging, whereas 22 % employee didnt

agree that Job is challenging & 11 % employees didnt answer.

Table 6

organizational goal & objectives are understood by employees

Level of Attitude
No. of Respondents
Percentage
STRONGLY AGREE
18
18
AGREE
22
22
Neutral
14
14
DISAGREE
30
30
STRONGLY DISAGREE
16
16
Total
100
100
Source: Primary Data
It is observed that 40 % employees agree that they are understood organization objectives &
goals, whereas 46 % employees are not understood goals & objectives of organization.
While 14 % employee didnt answer.

Table 7 have you enough time for social interactions?

Level of Attitude
No. of Respondents
STRONGLY AGREE
30
AGREE
40
Neutral
13
DISAGREE
11
STRONGLY DISAGREE
06
Total
100
Source: Primary Data

Satisfaction Index
30
40
13
11
06
100

It is observed that 70 % of employees have enough time for social interactions.

Whereas 17 % didnt agree, & 13 % didnt answer.

Page 5

Table 8 Are you satisfied with reporting structure?

Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
45
45*5=225
SATISFIED
22
22*4= 88
NUTRAL
10
10*3= 30
DISSATISFIED
13
13*2- 26
HIGHLY DISSATISFIED
10
10*1= 10
Total
100
37 9/ 500*100=75.8
Source: Primary Data
It is observed that 77 % of employees agree that there is clear cut reporting system,
whereas 23 % employees didnt agree & 10 % employees didnt answer. Satisfaction index
is 75.8 %.

Table 9

Are you satisfied with training programmes conducted by organization

to develop skills & ability?
Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
45
225
SATISFIED
35
140
NUTRAL
04
12
DISSATISFIED
06
12
HIGHLY DISSATISFIED
10
10
Total
100
399/500*100= 79.8
Source: Primary Data.
80 % employees agree that organization helps them to develop skills & ability. Satisfaction
index is 79.8 %.

Table 10 what is the level of satisfaction from the job?

Level of satisfaction
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
51
225
SATISFIED
36
144
NUTRAL
02
06
DISSATISFIED
04
08
HIGHLY DISSATISFIED
07
07
Total
100
420/500*100=84
Source: Primary Data
It is observed that 87% employees are getting satisfaction from their job, whereas 11 %
employees disagree that they gain satisfaction from their job,& 2% didnt answered
.Satisfaction index is 84 %.
Table 11 Do you like challenging job ?
Level of Attitude
No. of Respondents
STRONGLY AGREE
25
AGREE
42
Neutral
11
DISAGREE
13
Page 6

Percentage
25
42
11
13

STRONGLY DISAGREE
Total
Source: Primary Data

09
100

09
100

67 % employees agree that their job is challenging, whereas 22 % employee didnt

agree that Job is challenging & 11 % employees didnt answer.

Table 12 Are you satisfied with management coordination.

Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
31
155
SATISFIED
34
136
NUTRAL
15
45
DISSATISFIED
11
22
HIGHLY DISSATISFIED
09
09
Total
100
367/500*100=73.4
Source: Primary Data
65 % OF EMPLYOEES ARE SATISFIED WITH MANAGEMENT COORDINATION,
WHEREAS 20 %ARE NOT SATISFIED & 15 % employees didnt expressed. Satisfaction
index is 73.3%
Table 13 you are satisfied with canteen facility.
Level of Attitude
No. of Respondents
HIGHLY SATISFIED
09
SATISFIED
18
NUTRAL
04
DISSATISFIED
42
HIGHLY DISSATISFIED
27
Total
100
Source: Primary Data

Satisfaction index
45
72
12
84
27
240/500*100=48

27 % employees are satisfied canteen facility, whereas 69% employees are not
satisfied with canteen facilities.&4 % employees didnt answer .Satisfaction index is
48 %.(2nd lowest in all factor)

Table 14 You are satisfied with current welfare measures

Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
07
35
SATISFIED
06
24
NUTRAL
14
42
DISSATISFIED
51
102
HIGHLY DISSATISFIED
22
22
Total
100
225/500*100=45
Source: Primary Data

It is observed that only 13 % employees are satisfied with current welfare practice,
whereas 73 % employees are dissatisfied with current welfare measure & 14 %
employees didnt answer. Satisfaction index is 45 % (lowest in all factor)
Page 7

Table 15 Are working conditions satisfactory?

Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
70
350
SATISFIED
20
80
NUTRAL
0
0
DISSATISFIED
9
18
HIGHLY DISSATISFIED
1
1
Total
100
449/500*100=89.8
Source: Primary Data.
It is observed that 90 % of employees are satisfied with working conditions, whereas 10 %of
employees are not satisfied .Satisfaction index is 89.8 %.( highest in all factors)
Table 16 Are you satisfied with work load ?
Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
62
310
SATISFIED
22
88
NUTRAL
0
0
DISSATISFIED
10
20
HIGHLY DISSATISFIED
06
06
Total
100
424/500*100=84.8
Source: Primary Data
I t is observed that 84 % of employees are satisfied with work load, whereas 16 % are not
satisfied with workload. Satisfaction index is 84.8 %
Table 17 -- Are you satisfied presently with the time spend with family ?
Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
32
160
SATISFIED
48
192
NUTRAL
03
09
DISSATISFIED
11
22
HIGHLY DISSATISFIED
06
06
Total
100
389/500*100=77.8
Source: Primary Data

It is observed that 80 % of employees have enough time to spend with family or

friends, whereas 17 % didnt agree & 3 % didnt answer . Satisfaction index is 77.8%

Table 18 Are you satisfied with your pay package?

Level of Attitude
No. of Respondents
Satisfaction index
HIGHLY SATISFIED
25
125
SATISFIED
46
184
NUTRAL
10
30
DISSATISFIED
15
30
HIGHLY DISSATISFIED
04
04
Total
100
373/500*100=74.6
Source: Primary Data
It is observed that 71% are satisfied with Pay package whereas 19 % employees are not
satisfied with pay package &10% didnt answer.
Page 8

Table 19 Are you satisfied with trade union activities?

Level of Attitude
No. of Respondents
HIGHLY SATISFIED
19
SATISFIED
34
NUTRAL
21
DISSATISFIED
18
HIGHLY DISSATISFIED
08
Total
100
Source: Primary Data

Satisfaction index
95
138
63
36
08
338/500*100=67.6

It Is observed that 53 % of employees are satisfied with union activities whereas 26

% are not satisfied with union activities& 21 % didnt answer .

Table 20 I am valued as employee

Choice
No. of Respondents
Percentage
Yes
84
84
No
16
16
Total
100
100
Source: Primary Data
84 % of the employees felt that they were valued as an employee, while 16% of the
employees felt that they were not valued as an employee.
table 21 Your job is secured.
Choice
No. of Respondents
Percentage
Yes
94
94
No
06
06
Total
100
100
Source: Primary Data
944 % of the employees felt that their job is secured, while 6% of the employees felt that
their job is secured.

1-Relation between job satisfaction & time spend with

family.
Correlation analysis
Correlation(r) =[ NXY - (X)(Y) / Sqrt([NXX - XX][NYY - (YY])]
where N = Number of values or elements ; X = First variable ( Job Satisfaction );
Y = Second variable ( Time spend with family )
X= 100 ;=Y 100 ; X*X =
4464
; Y*Y=3494
; XY = 3186
r=5*3186 (100*100) / sq.root of [( 5*4464) 4464] *[( 5*3494) 3494]
=o.375
There is positive correlation between Job satisfaction & Time spend
with family.
2- Relation between Job Satisfaction & Welfare Measure .
Correlation analysis
Correlation(r) =[ NXY - (X)(Y) / Sqrt([NXX - XX][NYY - (YY])]
where N = Number of values or elements ; X = First variable ( Job Satisfaction );
Y = Second variable ( WELFARE MEASURE )
X= 100 ;=Y 100 ; X*X =
7312
; Y*Y=8872
; XY = 7992;
n=2
Page 9

r=2*7992 (100*100) / sq.root of [( 5*7312) 7312] *[( 5*8872) 8872]

= 1.89
There is negative correlation between Job satisfaction & welfare
measure.

3-Relation between being valued as employee & Job

security.
Correlation analysis
Correlation(r) =[ NXY - (X)(Y) / Sqrt([NXX - XX][NYY - (YY])]
where N = Number of values or elements ; X = First variable ( being valued as
employee );
Y = Second variable ( Job security )
X= 100 ;=Y 100 ; X*X =
4464
; Y*Y=3366
; XY = 1208
r=5*1208 (100*100) / sq.root of [( 5*4464) 4464] *[( 5*3366) 3366]
= - 0.25
There is negative correlation between Job satisfaction & Time spend
with family.

Finding & conclusion

Findings of Correlation analysis are as follows
1) There is positive correlation between time spend with family & Job satisfaction.
2) There is negative correlation between welfare measure & job satisfaction in
Mahanand dairy.
3) There is positive correlation between being valued as employee Job security.
From employee satisfaction index it can be concluded that employees are most satisfied with
working condition i.e work environment followed by work load i.e. job assignment .whereas
highly dissatisfied with welfare measure & canteen facility.
From the study, it was found that the employees had a clear understanding about reporting
system though not about organization goals & objectives
Employees are highly satisfied with working condition & work load. Working conditions
includes safe clean, healthy and hygienic working environment.
It is also observed that there is a good relation between Management & employee &
employees are satisfied with training & development programs Good coordination is
indicative of free and frank communication with superiors.
It is found that there is sense of belongings & employees are satisfied with pay structure.
It is also noted that employees are not satisfied with welfare measure & canteen facilities,
though there is no significant correlation between welfare measure & job satisfaction.
Employees are highly disappointed with present welfare practice followed by canteen
facilities
Employees motivation level is quite good as they prefer & enjoy challenging work. Job
security is most preferred factor of employee satisfaction & being valued as employees

Suggestions & Recommendations:

Employee satisfaction in Public sector needs special attention due to fast changing social,
economic technical environment .As Diary industry is witnessing high growth & facing new
challenges in maintaining upgraded quality & hygienic standard, it has to motivate
employees to perform & achieve new heights & standards. Welfare measure is one of the
most important tools to achieve this. There is need to redesign welfare scheme .While
designing welfare scheme employees views & participation is highly appreciated & must. It
Page 10

has great impact on motivational level & performance level. Welfare measure should include
extramural welfare activities such as housing facilities, transportation facilities, and sport
facilities. There is recommendation from committee and worker labour welfare, for the
provision of transport facility to workers so that they can reach the workplace punctually and
comfortable. Organization should also improve canteen faculty. They should also focus on
quality food & hygienic condition in canteen area as well as service .Company should also
develop upgraded training programs so as stay ahead in competition. It will be beneficial to
overall growth of company if they can afford award/ reward or performance based incentives.
Job satisfaction represents the constellations of persons attitude towards or about the job.
In general, job satisfaction is the attitude towards the job as a whole. Job satisfaction is a
function of satisfaction with different aspects of job, i.e. supervision, pay, works itself, coworkers, promotion, etc., and of the particular weighting or importance one attaches to these
respective components . High level of job satisfaction does have a positive impact is
reducing turnover, absenteeism, tardiness accidents, grievances and strikes. In addition,
recruitment efforts by current employees generally are more successful if these employees
are well satisfied. Satisfied employees are preferred simply because they affect the work
environment positively. So company should regularly conduct employee satisfaction Survey
in order to understand employees feeling attitude & perceptions & inspiring them to
accomplish new heights.

References:
1) Anantharaman, R. N., & Subha, V. (1980). Job involvement, need satisfaction and
organizational climate. Indian Journal of Applied Psychology,
2) Baldev R. Sharma and Mamta Mohapat,(2009), personal situational factors as
predictors of managerial motivation, Indian journal of Industrial Relations ,Vol. 44.
3) Christian Dormann, Doris Fag, Dieter Zapf, and Michael Frese,(2006), A state-trait
analysis of job satisfaction: on the effect of core self-evaluations, Applied Psychology:
An International Review, Vol. 55.
4) Frederick Herzbergs,(2003),one more time: how do you motivate employees,
Harvard Business Review, Vol. 81.
5) Maslow A.H, (1954), Motivation and Personality. New York, Harper, 1954
6) Personnel Management and Industrial Relations Tripathi ,19th edition, reprint 2008
7) Varandini G (1989),Social security for Industrial worker in India, Deep & Deep
Publication ,New Delhi

Page 11