CHAPTER 1

INTRODUCTION

1.1 INDIAN CONSUMER DURABLES INDUSTRY

Indian purchaser fragment is extensively isolated into urban and rustic markets, and is
drawing in advertisers from over the world. The area contains a colossal white collar class,
generally vast wealthy class and a little monetarily burdened class, with spending expected to
dramatically increase by 2025.

India remained the pioneer among all countries in the worldwide shopper certainty list
with a score of 131 focuses for the quarter finishing December 2015, trailed by the Philippines
(117), Indonesia (115) and Thailand (114). Buyer trust in India has stayed high for nine
sequential quarters. Further, in the optional spending and investment funds class, almost three
out of each five respondents from India demonstrated the following 12 months as regarding
purchase, hence guaranteeing by and by that India drives the worldwide main 10 nations for this
parameter amid the quarter.

Worldwide organizations view India as one of the key markets from where future
development is liable to rise. The development in India's purchaser business sector would be
basically determined by an ideal populace arrangement and expanding expendable salaries. A
late study by the McKinsey Global Institute (MGI) proposes that if India keeps on developing at
the present pace, normal family unit livelihoods will triple throughout the following two decades,
making the nation the world's fifth-biggest customer economy by 2025, up from the current
twelfth position.

As indicated by a report by Boston Consulting Group (BCG) and the Confederation of

Indian Industry (CII), India's vigorous financial development and rising family unit earnings
would expand shopper spending to US$ 3.6 trillion by 2020. The most extreme shopper spending
is liable to happen in sustenance, lodging, customer durables, transport and correspondence
divisions. The report further expressed that India's offer of worldwide utilization would grow
more than twice to 5.8 for every penny by 2020.
 India is relied upon to end up the fifth biggest purchaser durables market on the planet by
2025. The shopper hardware business sector is relied upon to increment to US$ 400 billion by
2020. The generation is required to achieve US$ 104 billion by 2016. The part is relied upon to
twofold at 14.7 for each penny compound yearly development rate (CAGR) to US$ 12.5 billion
in FY15 from US$ 6.3 billion in FY10. Urban markets represent the real share (65 for each
penny) of aggregate incomes in the customer durables area in the nation.

Request in urban markets is relied upon to increment for unimportant items, for example,
LED TVs, portable workstations, split ACs and, magnificence and wellbeing items. In provincial
markets, durables like coolers and additionally purchaser electronic products are liable to witness
developing interest in the coming years as the administration arrangements to put fundamentally
in country zap.

The Government of India has expanded liberalization which has favoured outside direct
ventures (FDI). Likewise, arrangements, for example, National Electronics Mission and
digitisation of TV and setting up of Electronic Hardware Technology Parks (EHTPs) is relied
upon to help the development of this part.

The shopper durables business sector is expected to grow at a CAGR of 14.8 for each
penny to US$ 12.5 billion in FY15. Additionally, the interest from country and semi-urban zones
is anticipated to extend at a CAGR of 25 for every penny to US$ 6.4 billion in FY15, with rustic
and semi-urban markets likely contributing significantly to shopper durables deals.

MARKET SIZE

The developing buying power and rising impact of the online networking have
empowered Indian customers to spend lavishly on great things. The Indian customer division has
developed at a yearly rate of 5.7 for every penny between FY2005 to FY 2015. Yearly
development in the Indian utilization business sector is assessed to be 6.7 for every penny amid
FY2015-20 and 7.1 for each penny amid FY2021-25.

A study by US-based systems administration arrangement goliath CISCO, uncovers that

in India, the second-biggest cell phone showcase all inclusive, the quantity of cell phones is
relied upon to become emphatically to more than 650 million by 2019. India keeps on seeing
high rate of cell telephone memberships.
 Indian cell phone shipments expanded 28.8 for each penny in 2015 to achieve 103.6
million, along these lines crossing the 100 million check, and getting to be one of the quickest
developing cell phone markets in Asia Pacific locale. Offers of 4G-empowered handsets
expanded to 13.9 million units in quarter finishing December 2015. As indicated by CISCO's
Visual Networking Index (VNI) worldwide versatile information activity figure for 2014–19, in
India, one of the world's quickest developing Internet showcase, the quantity of tablets is
assessed to achieve more than 18 million by 2019.

Rating organization Crisil gauges that web retailing, both immediate and through
commercial centers, will grow triple to end up a Rs 50,000 crore (US$ 7.34 billion) industry by
2016. Likewise, the development in Internet retail is relied upon to support disconnected from
the net retail locations. Amazon anticipates that India will turn into its fastest market to achieve
US$ 10 billion in gross stock worth (GMV) and to wind up its biggest abroad market surpassing
Japan, Germany and the UK.

RECENT INVESTMENTS IN THE COUNTRY

 Havells India Limited, one of the top Indian shopper electrical hardware maker,
arrangements to set up another assembling unit close Bangalore by making a venture of
Rs 1,059 crore (US$ 154.46 million).
 ITC Ltd has disclosed three noteworthy tasks in West Bengal which incorporate two
coordinated purchaser products fabricating offices in Uluberia (400,000 sqft) and Panchla
(800,000 sqft).
 Bosch and Siemens, the biggest producer of home machines in Europe, arrangements to
fabricate more items in India in the following three years, drove by ascend sought after
for premium home and kitchen apparatuses.
 San Francisco-based Fit bit Inc., a wellness GPS beacon creator, has dispatched its
wellness wristbands crosswise over 300 towns in India and anticipates that the nation will
be among its main five markets in next two years, with expanding interest for wellbeing
observing gadgets in the nation.
  Italian premium attire and denim brand GAS has wanted to frame a joint endeavor
organization with Reliance Brands for solidification and extension of its business in
India.
 FMCG significant Hindustan Unilever (HUL) declared a rearrangement of its go-to-
business sector operations from the customary four deals branches to 14 customer groups
to give administrations to assorted purchasers crosswise over channels and geologies. The
organization has termed the activity as "Winning in Many India’s".
 Saint Group is set to secure a dominant part stake in direct-to-home gadgets maker
Mybox Technologies through its backup Hero Electronix. The arrangement is the initial
step by Hero Group, which works in various business verticals, towards entering the
customer hardware market.
 Chinese innovation major Huawei is entering the shopper broadband systems
administration section in India, with a scope of gadgets went for homes and SOHO
clients. With the expect to reinforce its position in the Indian business sector, online cash
back and coupon website CashKaro.com arrangements to list around 50 worldwide
retailers throughout the following six months, as indicated by one of its authors.
 Cell phone brand Gionee is entering the urban business sector bigly through tie-ups with
India's top substantial configuration retailers. The organization's cell phones will now be
accessible at stores, for example, Spice, The Mobile Store, Mobility World, Jumbo
Electronics, Croma Retail and Planet M retail, extending its general impression to over a
thousand retail locations

GOVERNMENT INITIATIVES FOR THE INDUSTRY

The Government of India has permitted 100 for each penny Foreign Direct Investment
(FDI) in the gadgets equipment fabricating part through the programmed course. The legislature
has likewise empowered 51 for each penny FDI in multi-mark retail and 100 for each penny in
single-brand retail to draw in more remote venture into the nation.

With the interest for talented work developing among Indian commercial ventures, the
administration arrangements to prepare 500 million individuals by 2022 and is likewise
reassuring private players and business people to put resources into the endeavour. Numerous
legislatures, corporate and instructive associations are working towards giving preparing and
training to make a talented workforce.
 In the Union Budget 2016, the administration has declared different assessment sops and
obligation slices for middle person items to build nearby assembling and decrease import
reliance. The legislature evacuated obligations on different things, for example, parts for
microwaves, LCD manufacture units, charger, battery, wired speaker, headsets, broadband
modems, set-top boxes and CCTV camera. Contingent upon the item class, different obligations,
for example, extraordinary extra obligation, countervailing obligation and essential traditions
obligation have been decreased in the scope of four to 12.5 for every penny. Union Cabinet
changes like execution of the Goods and Services Tax (GST) and Seventh Pay Commission are
relied upon to give a support to customer strong part in India amid 2016.

FUTURE OF THE INDUSTRY

As per an as of late distributed TechSci Research report, "India Food Services Market
Forecast and Opportunities, 2020", the nourishment administrations market in India is relied
upon to grow at a CAGR of more than 12 for every penny through 2020, basically determined by
expanding discretionary cash flow, evolving way of life, and changing tastes and inclinations of
buyers.

Another main consideration moving the interest for sustenance administrations in India is
the developing youth populace, principally in the nation's urban locales. India has a vast base of
youthful buyers who frame most of the workforce and, because of time imperatives, scarcely get
time for cooking.

India's e business sector is required to achieve US$ 220 billion as far as gross stock
quality (GMV) and 530 million customers by 2025, drove by speedier velocities on solid telecom
systems, quicker appropriation of online administrations and better assortment and in addition
accommodation, according to a report by Bank of America Merrill Lynch (BofA-ML).

As per the report titled "India Machine-to-Machine (M2M) Modules Market

Opportunities and Forecast, 2020", the M2M modules market in India is relied upon to surpass
US$ 4.4 billion by 2020. The statistical surveying firm expressed that in the course of the most
recent couple of years, India has gotten to be one of the quickest developing markets for M2M
modules in Asia-Pacific (APAC).
 Explore firm Nielsen anticipated that country India's FMCG business sector will surpass
the US$ 100 billion imprint by 2025. Online entryways are relied upon to assume a key part for
organizations attempting to enter the hinterlands. The Internet has contributed bigly, encouraging
a less expensive and more helpful intends to expand an organization's span.

1.2 THEORETICAL BACKGROUND OF THE STUDY

 EMPLOYEE PRODUCTIVITY

Employee productivity is nothing but the process of assessing the efficiency of a worker or a
group of workers in order to evaluate the contribution of the each employee for the organisation
as well as to improve the ability of the employee to perform effectively and efficiently in the
organisation to achieve the organisational objectives within the stipulated time. Productivity of
the employee must be evaluated in terms of the output of an employee in a specific period of
time.

Typically, the productivity of an employee is will be evaluated or assessed relative to an

average of the employees doing the similar type of the work. This is because much of the
organisation success depends up on the ability of the work force to deliver the job, hence it is an
important consideration of business.

The limit for joint effort has dependably been vital for efficiency. In the beginning of the
corporate system, email and video conferencing gave efficiency picks up and brought down
expenses. More up to date portable cooperation instruments make it much less demanding for
topographically scattered representatives to cooperate. Tablets, cell phones and portable
workstations let clients associate with partners anyplace, whenever.

As indicated by defenders, the BYOD (bring your own gadget) pattern makes workers more
gainful. Since representatives are taking a shot at gadgets that they possess and are utilized to,
they're prone to utilize them all the more frequently. The gadgets are portable by definition, so
whether a representative is taking notes in a meeting, checking on reports amid a drive or setting
up the following day's motivation while staring at the TV, he can achieve more in a way that
doesn't affect his own time as fundamentally as it would in the event that he needed to work from
a desktop PC.
 All the while, in any case, steady availability and the ascent of person to person
communication have made it less demanding and additionally enticing for workers to waste time
at work. To avoid online time-squandering (now and again called cyber lacking), a few
associations screen workers or cut-off the destinations they can access from the corporate
system.

Email preparing devours a critical bit of numerous representatives' chance, evaluated to be

around 30 percent of a ton of information specialists' employments - increasingly if email is not
proficiently took care of. Successful email administration practices can decrease email's negative
effect on profitability. Such practices incorporate restricting the quantity of email preparing
sessions every day and constraining the measure of time spent per session. Some additionally
associations restrict the hours amid which email is available on the corporate system.

Email administration is only one way to deal with constraining the quantity of intrusions a
worker experiences in the keep running of a day. At the University of California at Irvine,
analyst Gloria Mark found that, by and large, laborers are interfered with like clockwork and that
it takes 23 minutes after even an exceptionally short interference to come back to the first
assignment. Interference science investigates the effect of interruptions on efficiency.

Representative profitability is one component of IT profitability, the relationship between an

association's innovation speculations and its comparing proficiency picks up, or rate of
profitability (ROI).

METHODS TO IMPROVE EMPLOYEE PRODUCTIVITY

Representatives are at their work areas for a normal of around five hours consistently,
and organizations are paying for that time. In any case, frequently the consequences of a worker's
work versus time spent don't precisely coordinate up. A model representative that appears to be
splendidly profitable can end up being one of the most exceedingly bad guilty parties.

I as of late ran over a review led by Deloitte, which demonstrates that organizations are
starting to understand this and are beginning to apportion assets for execution administration,
which concentrates on the execution of representatives and guaranteeing their yield adjusts to the
organization's objectives.
 Inside the report, investigators clarify that last year; just 8 percent of their review
respondents trusted their execution administration process drove business esteem. "This year, the
significance of execution administration climbed essentially, with 75 percent of respondents
rating it a "vital" or 'critical' issue, up from 68 percent a year ago."

Some of the creative measures put forwarded by the experts in order to improve the
employee productivity at the work place are

 LIMITED SUPERVISION OVER THE INTERNET USAGE

Again and again, bosses excessively limit the utilization of the Internet. This might be out of
apprehension that organization claimed PCs may be abused. In any case, with the measure of
assets accessible on the web, in all actuality most errands can be finished all the more
proficiently if workers are permitted to wander openly online in ways not expected by the
business.

An immaculate case is the developing utilization of online networking, which in many cases
has a true blue business reason. Advertising on online networking is turning out to be
progressively essential to help organizations and representatives develop, and online networking
can be valuable in staying up with the latest with contenders' most recent moves.

However, there are numerous businesses today that basically don't permit representatives to
utilize social stages at work. It's not generally about Face book; individuals can have zero
efficiency without opening it. Then again, a few representatives can be super-beneficial long
range interpersonal communication masters.

 CONSISTENTLY MEASURE THE OVERALL EMPLOYEE ACTIVITY AND

PRODUCTIVITY

As it were, measuring profitability to build ROI is like deals and promoting information.
With a specific end goal to expand number of leads, you need to begin checking those leads. On
the off chance that you need to expand deals, understanding the wellspring of current deals is
basic. Breaking a whole procedure of working with clients into steps, measuring each
progression and exploring different avenues regarding changes can prompt an expansion in ROI.
 The same can be said in regards to representative execution administration. To enhance
the structure by and large, you need to see the whole picture - it's shockingly better on the off
chance that you can have a written history to think about. That way, chiefs can ask, "how are we
getting along in this April in contrast with April 2014 when we worked from various office Or
"What number of beneficial hours every day does the budgetary group have now, contrasted with
a month ago when we had less on the finance.

At the end of the day, with a specific end goal to enhance efficiency details, the reporting
numbers must start things out to get an unmistakable thought what should be moved forward.
Recording use of sites and applications can help organizations monitor efficiency levels, insofar
as it's taken care of the correct way. I've normally found that when businesses are open about
observing desktops, it makes a straightforward, responsible environment. Supervisors shouldn't
go into it with a disposition but instead with the attitude to distinguish general patterns and
discover approaches to enhance profitability.

 SET GOALS AND USE RESULTS TO HELP EMPLOYEES GROW

While setting up an estimation framework, supervisors ought to comprehend what their

organization's present state is and after that set up standards and desires. For instance, on the off
chance that somebody is burning through seven hours on email and office applications, and one
hour on individual locales every day, he or she could be considered acceptably beneficial. Then
again not. It truly relies on upon the administration, which is the reason these rules should be set
inside every office or the organization all in all.

Administrators ought to have consistent registration about objectives and advancement, much
the same as whatever other basic KPI. For instance, objectives could incorporate a 10 percent
expansion in deals, a 10 percent fulfilment in backing and 5 percent less time spent on
stimulation sites. There ought to likewise be an arrangement set up for directing representatives
who might fall behind because of inefficiency.

A worker's useless hours may come about because of investing a lot of energy in non-
business related locales or excessively numerous diversions in the work environment, whether in
a customary or home office. By distinguishing the territories where a representative is battling,
managers can work to help the individual achieve their maximum capacity and develop as an
expert as opposed to releasing them (and paying the expense of turnover).
 Besides, with certain administrations, representatives can monitor their own particular
individual execution and consider them responsible for altering any issues. When they can
imagine where squandered time originates from, it turns out to be much simpler to concentrate
on dispensing with those diversions. It can likewise make a gamification impact of sorts –

 MAINTAIN PROPER BREAK TIMINGS

Albeit comprehension and checking representative efficiency is basic to the general

soundness of an organization, it is essential for administrators to recognize that everybody is
human, and we as a whole need a break now and again. Short breaks (and excursions) have been
demonstrated to help the cerebrum work well. Thusly, it is impeccably sensible to permit
representatives some scope in leading private issue while on a work PC.

 FACTORS AFFECTING PRODUCTIVITY

A compelling representative is a blend of a decent aptitude set and a beneficial workplace.

Numerous variables influence worker execution that administrators should know about and
ought to work to enhance at all times. To get the most extreme execution from workers, you have
to give them the devices they have to succeed. The major factors affecting the productivity of the
employee in the organisation are

 MANAGERIAL STANDARDS

Administrative benchmarks can be a variable in spurring or de-inspiring workers, as

indicated by innovation job asset Tech Republic. Administrative guidelines ought to be in
accordance with the employment obligations sketched out part of the expected set of
responsibilities delineated by HR. The foundation of the representative, including their
instructive history, is additionally plot part of a set of working responsibilities. Supervisors ought
to keep their desires in accordance with the obligations relegated to the representative. By
expecting more from a representative than they were contracted for or than their experience has
set them up for, can decrease worker execution.
  MOTIVATION

To get the best execution from workers, there should be some kind of inspiration past the
week by week pay check. Inspiration can come as budgetary motivators, the chance to get
required in organization extends, a profession way that prompts administration and direct
contribution from administration into the day by day errands. Compelling inspiration can make a
beneficial work power, yet an absence of rousing elements can leave representatives scanning for
motivations to give their most extreme exertion.

 COMMITMENT

Representatives that vibe just as the organization has made a guarantee to worker
achievement have a tendency to perform better, as indicated by Personnel Systems Associates.
Duty implies offering an aggressive rate of pay and advantages bundle, offering help with paying
for worker's advanced education costs, building up a general preparing plan that stays with
representatives redesigned on changes and gives appropriate data for workers to carry out their
occupations and updating gear to ensure that workers have the most productive innovation
accessible to do their work. Responsibility appeared by the organization is returned as duty from
representatives.

 EMPLOYEE EVALUATIONS

A compelling worker assessment is an intelligent procedure where the administrator gives his
contribution on the representative's execution, and the worker finds the opportunity to bring up
what she has realized consistently. Administrators make an arrangement alongside the worker for
the coming year on how the representative can create and enhance their execution. Exhaustive
worker assessments are vital to the continuous execution of representatives.

There are several management practices followed by the various organisations to improve the
employee productivity, some of the important management practices are,
1.3 IMPORTANCE OF THE TOPIC

Productivity of the employee of an organisation is the measure of the process of

production, which is measuring the output of the organisation per one unit of input. As same as
that the employee productivity is measured as a ratio of the output of an employee per hour or by
per day or by per month on the basis of the nature of the organisation.

The productivity of an employee should be studied and optimized for the maximum
performance because the entire organisation will be depend on the performance of the employee
for the efficient working of the organisation. Hence it is very much necessary to find out the
current productivity level of the employees in the organisation as well as the reasons behind the
reduced effort by employees in productivity as well as to put forward certain strategies to
improve the productivity of the employee as well as the efficiency of the organisation.

As of the current scenario, part time employments are also plays a major role in deciding
the level of employee productivity for the organisation, with an increase in the level of the same
the hours worked by an employee will provide the much précised measure of the employee input
for the organisation.

1.4 NEED TO STUDY THE TOPIC

There are certain needs to be covered by studying the pertaining problems in the
organisation as well as to improve the employee productivity; the need to study the productivity
level of each employee is to ensure the growth level of the company by optimizing the current
resources, to make a balanced level between the employees and workers of the organisation as
well as to earn profits for the organisation.

The employee productivity level need to be studied also, in order to increase the overall
productivity of the organisation, as well as to ensure the welfare of the employees of the
organisation, there are several factors which will affect the performance of the organisation, they
should be identified and solved properly to improve the productivity of the employee.

This study also focuses on developing the employee’s skill level or the skill set to
perform the routine job faster and accurate, there by improve the productivity level of the
employees.
 CHAPTER 2
REVIEW OF LITERATURE AND RESEARCH DESIGN

2.1 REVIEW OF LITERATURE AND GAPS

Patterson 2004 While every individual can be different, the environment he experiences is the
same for all individuals in an organizational setting, with the same culture and other relevant
factors. Because of variations in personal characteristics, the way the environment is perceived is
different with each individual. The more conducive the perceptive environment is, the better the
individual or employee’s participation in it. The participation of the employee is the basis for
productivity. An employee who is not involved or engaged in the work naturally tends to be
disinterested and also tends to work without full commitment.

Gelade & Ivory 2003 Among the non-financial parameters discussed above, the most significant
is employee satisfaction. Employee satisfaction in turn can be correlated to work climate or the
environment and the organization’s HRM policies and practices Progressive human resource
practices can enhance perceptions of the work climate or the environment.

An unsatisfied employee may be part of the effective organization that is able to fulfill
the expectations of its shareholders; he can be controlled through supervision to ensure
productivity While this may not affect organizational effectiveness in the short term, it could
affect the way the environment shapes up for the unsatisfied employee’s colleagues, which could
lead to long term erosion of organizational effectiveness while efficiency could still remain the
same.

The perfect example of this scenario is when a worker or group of workers withholds
information from managers while ensuring that they put in the required output which determines
their performance. This behaviour, though negative, does not lead to short term performance
problems. But in the long term, the effectiveness of the manager is reduced, thus affecting
productivity, like unexpected break down of machinery or unannounced stock outs in certain
product categories.
Carlsen, 2003 Human resource is an important factor of production. A well trained, motivated
workforce makes it possible to achieve the organization’s success. For this reason management
has to supply not only raw materials, facilities, and equipment, but it also has to motivate its
employees. Productivity, quality and customer relation are the key areas of success and these
depends on performance of the employees. Employees will perform well if they are motivated.
So, irrespective of the organizational differences, managers face a common challenge of
fostering a motivating work environment. A motivated workforce is essential because the
complete participation of employees will certainly drive the profitability of the organization

Motivation has an influence on productivity. For this reason management need to understand
what motivates employees to reach the highest performance. To increase employee motivation is
a difficult task because employees respond in different ways to their jobs. Motivated behaviours
are voluntary choices controlled by the individual employee. The supervisor wants to influence
the factors that motivate employees to higher levels of productivity.

Weiss 2002, When job satisfaction is defined as an attitude, the means of understanding and
evaluating job satisfaction comes to a scale, where an employee can relatively rate his attitude on
a scale which can then be evaluated to understand his attitudinal disposition. If satisfaction were
to be defined as an emotion, the result of measuring job satisfaction would be binary, with
positive and negative emotional feelings being the only measures. Thus, when defined as an
attitude, “a positive (or negative) evaluative judgment one makes about one’s job or job
situation.’’

Hitt 2001 The management of human capital spells the difference between the successful
organization and the unsuccessful organization, in the knowledge economy of today According
to the resource based view of the organization, the differences in performances of organizations
is due to their varying resources and associated capabilities. Resources can be tangible and also
intangible. Human resource is an intangible resource, and hence of this forms the basis of
competitive advantage for the organization, it would be very difficult for competition to replicate
this, except in the long run. Intangible resources make the organization unique and superior
compared to other organizations. The intangibility of human resources can be removed by the
concept of human capital.
Ostroff & Bowen 2000 On the other hand, climate can be construed as a mediating factor
between human resource management and productivity. The logical sequence of thought is that
progressive HRM practices create a positive environment within the organization and thus
increases employee motivation and involvement, thus leading to greater productivity and
organizational effectiveness, even in financial terms.

Banker 2000 Many firms have incorporated non-financial measures like employee satisfaction,
customer satisfaction and quality as part of their management control systems, based on the
rationale that such parameters are better indicators of organizational value in the long term than
pure financial measures which are only historical in nature The incorporation of the human
capital into an organization’s financial statements to stakeholders is also assuming strategic
importance because of the fact that a healthy employee satisfaction score and related human
resource metrics indicate the long term survivability of the organization amidst stiff competition

As Green (2000) has described motivation to be proactive in the sense of; in dealing with
employees who are high performers, motivation is essential, otherwise their performance will
decline or they will simply leave the job. While dealing with low performers, motivation is a
prerequisite; otherwise these employees will drag results down, lower productivity and certainly
would not leave the organization, as they will have nowhere else to go.

Kaplan & Norton 1996 This understanding of the importance of the human capital of the
organization and how it is measured and accounted for and how it is of strategic importance is
critical to the effective management of human resources in the organization. The management of
human resources and the human side of the business dealing with customers is a cause and effect
relationship, with the betterment of one leading to the betterment of the other

Jobber, 1994, Motivation is a key determinant of job performance and a poorly motivated force
will be costly in terms of excessive staff turnover, higher expenses, negative morale and
increased use of managements’ time. Therefore, management must know what exactly stimulates
their staff so resources are not misallocated and dissatisfaction develops among employees

Ostroff 1992 There has been significant theoretical debate on the relationship between employee
satisfaction and employee productivity. These debates have been waged on the plane of the
feelings and emotions of the employee and also his attitudes and thus rely on the domains of
experiences of the individual during work. There are different schools of thought that examine
the relationship between employee satisfaction and productivity

a. Socio-technical school – employee satisfaction is a factor of both the technical and social
structure. When there is a congruence between the social and technical domains, the employee is
satisfied and contributes more to the organization

b. Human Resources School – satisfied workers are productive workers. How a worker feels
about the organization, the relationships within the organization determine his wholehearted
effort to his work.

The argument which is common to all lines of thought is that organizational effectiveness may
not lead to employee satisfaction, but employee satisfaction could be a predictor of
organizational effectiveness at the individual level, satisfaction may be a factor of just the
environment and the effectiveness of the organization. While an individual can be dissatisfied
and unproductive, the organization might still prosper. But large scale manifestation of
dissatisfaction could lead to lowering of organizational effectiveness in the long run. The striving
of every organization is to contain dissatisfaction and to spread satisfaction, as both are
contagious and spread very rapidly.

Kaplan & Norton 1992 In recent times, managers have to rely on more than the financial
performance of an organization to strategize and ensure that the organization survives and thrives
For example; the Balanced Score Card (BSC) considers the human element as a dimension in
developing metrics for the organization.

According to Denton (1991), a motivated workforce will lead to greater understanding,

acceptance, commitment to implementation, understanding of objectives and decision making
between management and employees. While exercising different motivational techniques,
management get involved with employees and this participation is related with the increase in
performance of employees. Therefore, there is a direct result between the levels of motivation
and management’s participation.
Brief & Robertson 1989 More recently, job satisfaction has been defined as “attitude towards
one’s job” The fundamental and essential property of attitude is evaluation An attitude is not an
emotional reaction, but an evaluation or an evaluative assessment with regards to an object.

Darmon (1974) believe motivation is the educating of employees to channel their efforts
towards organizational activities and thus increasing the performance of the said boundary
spanning roles. If management neglects to educate and motivate their employees, they will
become dissatisfied or lose their interest to job. This lack of interest in the workplace leads to
absenteeism, turnover, sick leave, strikes, grievances and even accidents. But a motivated
workforce would alleviate dissatisfaction felt by employees and improve these factors

Locke 1969, Traditionally, job satisfaction has been viewed as an emotional appraisal of the
environment and the job, resulting in an evaluation of what the job satisfies for the employee.
Job satisfaction is a ‘‘pleasurable or positive emotional state resulting from an appraisal of
one’s job or job experiences’’ Viewing job satisfaction as an emotional disposition towards the
job and its attributes, positive or negative, has the effect of treating the employee as not very
rational and thus, falls short of guiding the evolution of evaluation metrics for enhancing
satisfaction among employees.
2.2 STATEMENT OF THE PROBLEM

Employee productivity is one of the integral part of the organisation, were they are
treated as appreciating assets as they are gaining experience, hence the company should follow
up the performance level of each employee or the level of contribution by each employee in
order to asses to performance of the same.

In this project, the researcher is trying to understand the various factors which will affect
the productivity level of the employees in the organisation as well as to find the measures to
control those factors, thereby improving the productivity of the employer as well as of the
organisation.

There will be various factors which will affect the employee’s productivity, either
externally or internally there by hamper the productivity level of the employee and ultimately the
organisation will also suffer because of the same. When an employee experience a problem they
will not be performing well, there will be so many factors such as the job security, sickness,
financial problems, as well as the problems in relationships etc. Hence an organisation should
always help an employee to balance the personal as well as the professional life.

2.3 SCOPE OF THE STUDY

The scope of this project includes the employees of the “LIMRA HI-TECH PRODUTS”
in order to understand and measure the current level of employee productivity and to identify the
various factors which may affect the productivity of the employee, both internally & externally.
This study aims to improve the productivity level of the organisation as well as to identify and
implement certain new strategies to increase the productivity of the employees.

There is also certain different motive for this study that is to improve the profit and
maximising the wealth of the organisation through optimizing the process & skill of the
employees as well as to implement the performance appraisal methods to identify the top
performing employee as well as to motivate other employees to perform better.
2.4 OBJECTIVES OF THE STUDY

 To study about the various HR principles followed by the organisation improve their
productivity.
 To know the degree of extent which the HR principles have been defined by the to
improve their productivity
 To analyze and interpret about the attitude of workers towards various productivity
improvement measures.
 To find out the degree of satisfaction towards the HR principles followed by the
organization
 To find out the drawbacks and adequate suggestions for the improvement of productivity

2.5 SAMPLING
Sampling is the sub set of the target population. As the target population is big and it is
not able to cover up the whole population in the particular time period, the researcher will take a
sample of the population and studies the same to draw results with an assumption that the sample
has same characteristics as of the population. Hence the sample was selected and the data was
collected from the sample to analyze the data and to reach to the conclusions.

In this research, the researcher follows a convenience sampling method, in which the
researcher will choose the respondent based on the convenience of the researcher. The size of the
selected sample is 100 respondents which is the employees of the organization. Data from the
sample was collected using the primary as well as secondary methods, they are

 PRIMARY DATA

The tools used for collection of primary data were questionnaire. The questionnaire was
prepared with the help of project guide. The data was collected by personally interviewing
the employee and recording their response. The questionnaire has been prepared in such
a way that it has taken in to consideration all possible ways of getting maximum
information for the employee.
  SECONDARY DATA

The secondary data mainly consists of information collected by the company

records, company profiles and office records and also from discussion with management
of the organization. Secondary data was also collected from newspapers, journals and
magazines too. The questionnaire used to collect primary data was framed based on
these information’s.

2.6 TOOLS FOR DATA COLLECTION

The research methodology that can be defined as “an investigation in order to find out the
various reasons and factors that may or will affect the sales performance of the product in a
scientific and systematic way”, It is basically a search in order to find out the facts where the
organization wants a particular answer for the existing problem or situation.

Data was collected for the particular study with the help of data collection tools such as

QUESTIONNAIRES

Questionnaire can be given to a large set of people simultaneously which saves the
money and time of the researcher. People are tend to be more open and truthful when they are
responding to the questionnaire. There are basically two types of questionnaire, they are

 Paper-pencil-questionnaire
 Web based questionnaire

Also the Questionnaires make use of various methods such as checklist and rating scales
which help the researcher to understand the people’s attitudes and consumer behaviour in a
simplified and quantified manner. Checklist can be defined as a list that contains various entities
such as the behaviours, characteristics or other which the researcher looking for. Rating scale is
used by the researcher when the behaviour of the consumer needs to be assessed on a continuous
basis.

Face to face Interaction

Face to face interaction can be also called as personal interview were the researcher ask
particularly designed set of questions to the selected respondent in order to find out the insights
of the respondent which will help the researcher to draw relevant conclusions to the topic which
he chosen for the study. These types of interactions have a distinctive advantage which enables
the researcher to establish a rapport between the participants and thereby increase the
cooperation level. This also helps the researcher in order to clarify the vague answers given by
the respondent by asking suitable questions. The face to face interaction may be impractical
when the sample selected for the study is very large where the time required is very large and
expensive.

2.7 DATA ANALYSIS

Analysis of information is a procedure of assessing, cleaning, changing, and displaying

information with the objective of finding helpful data, proposing conclusions, and supporting
basic leadership. Information examination has numerous aspects and methodologies, including
various strategies under an assortment of names, in various business, science, and sociology
spaces.

In this research, the data collected through the survey was analyzed and interpreted through
the tables as well as bar and pie diagrams and the findings are drawn with the help of the same.

2.8 LIMITATIONS OF STUDY

 The study was restricted to the employees of LIMRA HI-TECH PRODUCTS

 The size of the sample is too small to have a generalized view
 The time period is also one constraint.
 The financial resource is also another constraint.
 CHAPTER 3

PROFILE OF THE SELECTED ORGANIZATION AND

RESPONDENTS

3.1 PROFILE OF THE ORGANISATION

LIMRA HI-TECH PRODUCTS established in the year of 2003 by Mr.shoukath Ali in an

industrial estate in nilambur, Kerala with an aim to design and develop world class electrical and
consumer durable appliances for the specific target segment. The entrepreneur had the passion to
make the difference in the Indian consumer durables industry with the long lasting and cost
effective products.

The organisation started with very limited varieties of products and later diverged in to a
large number of the consumer durable products such as electric fans, tube chokes etc. Very soon
the brand expanded its wings and is now available across the length and breadth of the country
with a wide range of products.

The reputation has been built on sheer passion and a continuous quest to understand its
consumer better. With stringent quality control measures, reliable products, talented people and a
responsible approach to business, the firm continues to steadily capture the hearts of people
across the country. In its endeavour to reach every nook and corner of the country is armed with
over 500 distributors, 3,000 direct dealers, more than 20,000 retailers and service centres spread
across the 29 states.

As we look into the future, it will be the endeavour of brand to stay relevant and
aspiration to a world that is growing younger, every day. The quest is to understand human life
and its relationship with the tools and appliances he uses and to create a seamless experience of
thoughtfully engineered products in its endeavour to enrich consumer lives.
VISION OF THE ORGANISATION

The vision of the organisation is to be a trusted name in the each and every house hold of
the targeted area with the high quality and cost effective as well as energy efficient products. The
company is focusing on giving the value for money to the customer for the products by the
organisation.

MISSION OF THE ORGANISATION

 To offer a range of products at affordable prices, which add to comfort of life through
saving in manual labour, time and energy or for entertainment
 To make our products meet international quality standards and provide trouble free
performance.
 To adopt designs, which support timely and efficient post sale service
 To continuously innovate and add value to our products, if needed with technical
collaboration.
 To continuously assess and improve customer care.

PRODUCTS BY THE ORGANISATION

 Electric fan
 Tube light choke
 Electric choke
 Electronic appliances

BRAND PHILOSOPHY OF THE ORGANISATION

It’s no secret that the world around us is weaved on technology. It feeds on innovation
and thrives on creativity. Many of the inventions, gadgets and appliances that changed human
life dramatically in the 21st century are now beginning to look like misfits in a digitised 22nd
century. The ease in our lives is a result of products that not just follow orders, but understand
what consumers want, intuitively. This evolved understanding helps them play a more fulfilling
role in the lives of consumers.
 In less than a decade the organization has earned itself a reputation for solidity. For
designing and manufacturing products that are built to last. For us being rooted in solidity is only
the beginning, something we can be proud of but a glory we cannot bask in. Because there is so
much more to achieve in a world in which the meaning of a better quality of life is being
redefined every day, fuelling greater expectations from the tools that enable a better quality of
life.

At LIMRA we are not just thinking up the next innovation. We are constantly seeking to
understand human life and its relationship with the tools and appliances that he uses. And then to
evolve a seamless experience with thoughtfully engineered products in our quest to enriching
consumer lives.
 Questionnaire

A) Name:
B) Age :

20-30 30-40 40-50 50-60

C) Gender:

Male Female

D) Work experience:

1-3 years 3-6 years 6-9 years More than 10

years

E) Work status:

Professional Technical Non technical

F) Educational qualification:

PUC UG PG
1) Are you reporting to the duty on time?

Yes No

2) Are you aware of your role in the organisation?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

3) Do you satisfied with the job position assigned to you?

Yes No

4) Does the objective of the company make you feel that your job is important?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

5) Do you feel the problems faced by the company as your own problems?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree
6) Do you think there is a growth for the organisation?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

7) Do you have enough opportunities to learn and grow in the organisation?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

8) Do you feel that the organisation treat every employee equally?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

9) Do you feel that your co workers are supportive?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

10) Do you feel that your superiors are helpful enough to solve the problems?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

11) Are the supervisors are guiding you properly?

 Strongly agree Agree Neither agree disagree Strongly
nor disagree disagree

12) How many improvements are done by you to the organisation yearly?

Nil 1 2 3 4

13) Do you think the practices followed by the organisation are a part of employee
involvement?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

14) Do you feel that your ideas are implemented in the organisation?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

15) Do you feel that your contribution is recognized by the organisation?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

16) Do you feel that there is a sufficient arrangement in an organisation for dealing with
employee’s problems?

Strongly agree Agree Neither agree disagree Strongly

 nor disagree disagree

17) Do you feel that the ideas and initiatives by the employees improve the product of the
organisation?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

18) Do you feel that you job is challenging and exciting?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

19) Is there any programme by the organisation to improve employee productivity

Yes No

20) Do you have the proper training to perform your job?

Strongly agree Agree Neither agree disagree Strongly

nor disagree disagree

21) Do you really aware about the expectation of the organisation from you?

Strongly agree Agree Neither agree disagree Strongly

 nor disagree disagree

22) Are you satisfied with your own performance?

Yes No

23) Is there any performance appraisal system in your organisation?

Yes No

24) Does the award system followed by the organisation will be beneficial for employees
productivity?

Yes No

25) Is there any non productive person in your organisation?

Yes No