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CHAPTER 1

INTRODUCTION

1.1 ABOUT THE STUDY

Job satisfaction refers to an employees general attitude towards

his or her job. Good job satisfaction is evidenced by employee

enthusiasm, voluntary conformance with regulations and orders, and a

willingness to co-operate with others in the accomplishment of an

organizations objective.

1.1.1 LITERATURE REVIEW

1.1.1.1. VARIOUS DEFINITIONS OF JOB SATISFACTION:

1) Job satisfaction is defined as a pleasure or positive emotional

state resulting from the appraisal of ones job or job experience.

- Locke

2) Job satisfaction is defined as a set of favorable or unfavorable

feelings with which employees view their work.

- Keith Davis & J.W. Necostrom

3) Job satisfaction is defined as a difference between the amount of

rewards the workers receive and the amount they believe they should

receive.

- Stephen P. Robbins
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4) Job satisfaction is defined as a pleasurable feeling that results from

the perception that a job fulfills or allows for the fulfillment of its holders

important job value.

- Wayne F. Casico

What is it? - It is an attitude of mind, a state of well-being and an emotional

force.

What does it do? It affects the output, the quality of the products, cost,

cooperation, enthusiasm, discipline, initiative, and other ingredients of success.

Where does it reside? It resides in the minds and emotions of individuals and

in the reactions of their group or groups.

Whom does it affect? It affects the employees and executives in their

interactions. Ultimately, it affects the consumer and community.

What does it affect? It affects the employees or a groups willingness to work

and co-operative in the best interest of the individuals or group and organizations

for which they work.

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1.1.1.2 VARIOUS CRITERIA THAT DETERMINE THE LEVEL OF

WORKERS JOB SATISFACTION:

1. Nature of work

2. Relationship with colleagues

3. Benefits/Facilities

4. Being treated with respect and fairness

5. Job security

6. Chances to contribute ideas

7. Pay

8. Performance appraisal

9. Promotional opportunities

10. Working conditions

11. Relationship with management.

1.1.1.3 NEED FOR BASIC PURPOSE OF JOB SATISFACTION:

1. To increase productivity

2. To improve quality

3. To fulfill its future needs

4. To adjust with organizational climate

5. To prevent obsolescence

6. To improve health and safety.

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1.1.1.4 CONTRIBUTION OR OUTCOME OF JOB SATISFACTION:

1. Increased productivity

2. Reduced Supervision

3. Reduced accidents

4. Increased organizational stability

5. Reduced absenteeism

6. Reduced turnover.

1.1.1.5 COMMONLY USED METHODS FOR MEASURING JOB

SATISFACTION:

1. Observation

2. Interview method

3. Questionnaire method

4. Company records
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1.2 PROFILE OF THE COMPANY

The Erode District Co-operative Milk Producers Union Limited

(EDCMPUL) is a milk producers oriented organization at Erode. It was

established in 1975. It is situated near Sri Vasavi College in Erode. Total

area of dairy is 65 acres and NDDB training center occupies 10 acres in

this and it was functioning from 1-7-1976.

The Erode union is collecting milk of 2,33,000 liters (approximately)

per day from 745 milk producers co-operative societies through 47 milk

routes. Out of the total collection of milk, 63,000 liters were send to

Chennai, 9000 liters of milk were send to Kerala, 41000 liters of milk is

procured and distributed at Erode district, and remaining 1,20,000 liters of

milk were used for conversion of by-products. This organization has been

running with 517 permanent employees.

The EDCMPUL has two functioning areas. One is the Feeder

Balance Dairy (FBD) which was formally inagumated in 10 th Nov 1981.

The FBD is located in the main campus. The other one is Cattle feed

plant located at erode. The union owns a milk powder plant of capacity 40

million tones per day. EDCMPUL manufactures 12 million tones of ghee

per day.
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The category of tasks in various field are established through different

units. They are as follows:

Milk processing unit

Milk chilling unit

Cattle feed plant

Veterinary services

MILK PROCESSING UNIT:

Processing includes pasteurization, standardization, and conversion of

milk into products. Milk is pasteurized by HTST (High Temp. Short Time) method

i.e., the milk is heated to 750c for 16 seconds and chilled immediately to 5 0c.

MILK CHILLING CENTRE:

To avoid deterioration during long transportation of milk from collection

center to processing unit, milk is chilled to low temperature of around 5 0c in

chilling centers on the route to processing unit.

The main aim of chilling centers is to preserve the milk collected at rural

areas and then send to main dairy for further processing. As milk is highly

susceptible to bacterial activities, it is chilled to 5 0c in order to prevent bacterial

activity and to maintain the quality of it for 24 hours.

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Chilling Centers (CC)

Particulars Sankarandam palayam Sathiyamangalam Thalavadi

Outlay
(Rs. In lakhs) 82.25 24.89 10
Capacity
(Liters per day) 50,000 30,000 5,000

CATTLE FEED PLANT:

This plant is situated at Erode. The Members in the society have cows and

buffaloes. They have to feed the cattle, so this society supplies cattle feeds to the

members in concession rate. This plant produces the feeds upto 100 tones per

day.

VETERINARY SERVICE:

The dairy provides a lot of facilities to the members of EDCMPUL. They

provide medical facilities to the cattle in order to prevent cows and buffaloes from

various diseases. But in emergency, the medical team in the milk producer union

will attend the case immediately and give proper treatment.

1.2.1 VARIOUS BY-PRODUCTS OF EDCMPUL:

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1) Butter
2) Curd
3) Ghee
4) Milk powder
5) Buttermilk
6) Khoa
Sweetened khoa
Dates khoa

7) Flavored milk
Pineapple
Strawberry
Cardamom

1.2.2 FLAVORED MILK PREPARATION

Receiving of standardized milk

Heat it to 700c

Adding 10% sugar & required quantity of flavor

Preserve it in bottle, cork it and sterilize it to 120 0c

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1.2.3 BUTTER PREPARATION

Standardized milk ( 4.5%fat + 8.5%SNF)

Separation of fat

Condense upto 80% solids

Cream with 45% fat

Churning

Storing @ below 230c

Packing

Distribution

From the total quantity of butter, 60% is directly sold, and

remaining 40% is melted to ghee.

1.2.4 KHOA PREPARATION

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Receiving of milk 5% fat to 5.5% fat (Whole milk)

Condensing upto 80% solids

Adding of 10% sugar on milk weight

Cooling to below 100c

Packing & Distribution

For Dates khoa, dates are added along with sugar and the price differs
from the other.

1.2.5 CHANNELS USED BY AAVIN

There are two distribution channels through which milk is marketed

in the district.

1. One channel is co-operative institutions

I. Erode milk consumer co-operative society

II. Bhavani consumer co-operative society
III. Komarapalayam consumer co-operative society
IV. Gobi Co-operative stores
V. Perundurai sanatorium society
2. The other channel is private agencies which is 12 in various places
of the district.

Dairy
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Co-operative societies Private Societies

Vendors/agencies Consumers

Consumers

1.2.6 NEW SCHEMES IN ERODE DISTRICT UNION:

1. Computerization

The union has introduced computerization of union

departments, like payroll, bookkeeping, personnel, milk billing, etc.

Eventually, it is planned to computerize all functional areas for increasing

rapid access and for increasing accuracy. Transmission of information

through e-mail has been introduced and a vital network among the milk

union and the state federation at chennai are formed.

www.aavinerode.com

2. Sale of milk cards

In order to offset this reduction in quantity of milk sales and to

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increase the sale of Aavin milk, a marketing campaign has been devised.

The strategies adopted include extensive advertising programme,

intensive door-to-door canvassing and sale of milk cards.

3. Aavin Badam mix

Badam (almond) mix powder has been introduced in the

market for the first time under the Aavin brand name. This mix is available

in 200 gram pet jars and 1 kg pack.

4. Standi-pouch ghee

As measure to popularize Aavin ghee among the elite

Customers, the Erode union for marketing all over the country has

introduced Aavin ghee in 500ml standi-pouchs fro April 2002.

5. Automatic ghee filing machine

A new full automatic ghee filing and packing machine has

been installed to pack up to 5 million liters of ghee every day. The cost of

the machine is Rs.9.29 lakhs and is the first of its kind in Tamilknadu.

1.2.7 ACHIEVEMENTS:

The average daily milk procurement during 2003 - 04 was

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2,33,000 liters (approximately). These quantities are the highest

annual in the history of the union.

The union has obtained ISI approval for its skim milk powder that

perhaps is an important testimony to the quality consciousness of

this organization.

Butter and skim milk powder is recently sold to M/s. Britannia

Industries, New Delhi and also to Calcuttas mother dairy.

The Erode unions ghee bears the Agmark label and is widely

acclaimed all over the country for its purity.

An export license has been obtained for the export of skim Milk

powder and ghee to explore the international market.

The Erode union has recently got order from Tirupati Devasthanam

to supply ghee for the production of laddu and other prasadams.

In addition, the union is also in the process of obtaining the coveted

ISO certification to enable the organization to establish itself in the

international market for its dairy products.