Meaning of Job Satisfaction:

Job satisfaction is the extent of positive feelings or attitudes that individuals have towards
their jobs.
Job satisfaction refers to ones attitude towards a job. It is the important technique used
to motivate the employees to work harder. It had often been said that A HAPPY EMPLOYEE
IS A PRODUCTIVE EMPLOYEE. A happy employee is, generally, that employee who is
satisfied with his job. Job satisfaction is very important because most of the people spend a
major portion of their life at their working place.
In other words, Job satisfaction is an effective, cognitive or attitudinal response to work
with significant organizational out comes (SPECTOR 1997)
Definition of Job Satisfaction:
Job Satisfaction can be defined as the extent of positive feelings or attitude that
individuals have towards their jobs. When a person says that he has high job satisfaction, it
means that he really likes his job, feels good about it and values his job highly.
A few definition of job satisfaction are quoted as follows:
According to E.A. Locke, Job satisfaction is a pleasurable or positive emotional state
resulting from the appraisal of ones job or job experience.
According to Field man and Arnold, Job satisfaction will be defined as the amount of
overall positive affect or (feelings) that individual have towards their jobs.
According to Robbins, Job satisfaction is the amount of pleasure or contentment
associated with a job. If you like your job intensely, you will experience high job satisfaction. If
you will dislike your job intensely, you will experience job-dissatisfaction.
According to Keith Davis stated as, Job satisfaction is the set of favorable or
unfavorable feelings with which employees view their work.
According to Vroom, Job satisfaction is generally considered to be an individuals
perpetual or emotional reaction to important parts of work.



Determinants of job satisfaction
While analyzing the various determinants of job satisfaction, we have to keep in mind
that: all individuals do not derive the same degree of satisfaction though they perform the same
job in the same job environment and at the same time. Therefore, it appears that besides the
nature of job and job environment, there are individual variables which affect job satisfaction.
Thus, all those factors which provide a fit among individual variables, nature of job, and
situational variables determine the degree of job satisfaction. Let us what these factors are.
1. Individual factors.
Individuals have certain expectations from their jobs. If their expectation are met
from the jobs, they feel satisfied. These expectations are based on an individuals level of
education, age, and other factors.

Level of education:
Level of education of an individual is a factor which determines the degree
of job satisfaction. For example. Several studies have found negative correlation between
the level of education, particularly higher level of education, and job satisfaction. The
possible reason for this phenomenon may be that highly educated persons have very high
expectations from their jobs which remain unsatisfied. In their case, peters principle
which suggest that every individual tries to reach his level of incompetence, applies more
quickly.

Age:
Individuals experience different degree of job satisfaction at different stages of
their life. Job satisfaction is high at the initial stage, gets gradually reduced, starts rising
up to certain stage, and finally dips to a low degree. The possible reasons for this
phenomenon are like this. When individuals join an organization, they may have some
unrealistic assumptions about what they are going to derive from their work. These
assumptions make them more satisfied. However, when these assumptions fall short of
reality, job satisfaction goes down. It starts rising again as the last, particular at the fag
end of the career; job satisfaction goes down because of fear of retirement and future
outcome.

Other factors:
Besides the above two factors, there are other individual factors which
affect job satisfaction. If an individual does not have favorable social and family life, he
may not feel happy at the workplace. Similarly, other personal problems associated with
him may affect his level of job satisfaction.

Nature of Job:
Job satisfaction is related to the aptitude of the employee. If the
employee is given a work for which he has no aptitude, the job will provide no attraction
to him. Hence the question of contribution, creativity or motivation does not arise. It is
for the management to design jobs in such a manner that each worker gets the job of his
own choice.

1. Nature of supervision:
The employee-centered supervisory style enhances job satisfaction
as the leader looks after subordinates carefully, displays friendship, respect and warmth etc.,
towards them. On the other hand, production oriented leader may cause low job satisfaction
to the employees and may affect the turnover and absenteeism adversely. Of course, it all
depends on the situation.
2. Working condition:
Job satisfaction is related to working condition also. The work
will be more attractive if working conditions are congenial to the task a worker proposes to
accomplish. Good working conditions involve such facilities as adequate light, comfortable
temperature, attractive surroundings, etc.,
3. Rewards
Economic rewards play a significant role in influencing job satisfaction. This is
because of two reasons. First, money is an important instrument in fulfilling ones needs;
and secondly, employees often see pay as a reflection of managements concern for them.
Employees want a wage pay system which is simple, fair, and in line with their
expectations. When pay is seen as fair, based on job demands, individual skill level, and
community pay standards, satisfaction is likely to result. What needs emphasis is that it is
not the absolute amount paid that matters, rather it is ones perception of fairness.


4. Opportunities of promotion. Promotional opportunities affect job satisfaction
considerably. The desire for promotion is generally strong among higher level employees
as it involves change in job content, pay, responsibility, autonomy, status and the like. It
is no surprise that the employee takes promotion as the ultimate achievement in his career
and when and when it is realized, he feels extremely satisfied.

5. Nature of Work Group. It is the work-group that fulfils the need for social interaction of
the members. If the worker has good relations with the fellow employees and the
supervisor, he will feel satisfied. If the work-group enjoys a higher status, his job
satisfaction will increase further.

6. Employee Morale: If the employee morale in a organization is higher, satisfaction with
job is likely to be higher and vice-versa. The workers will be loyal to the organization if
their morale is higher. The rates of absenteeism and labour turnover will also be low
because of psychological satisfaction from the job.

7. Situational Variables: Situational variables related to job satisfaction lie in
organizational context-formal and informal. Formal organization is created by the
management and informal organization emerges out of the interaction of individuals in
the organization. Some of the important factors which affect job satisfaction are given
below:

a) Working conditions: Working conditions, particularly physical work
environment, like conditions of workplace and associated facilities for
performing the job determine job satisfaction. These work in two ways.
First, these provide means for job performance. Second, provision of these
conditions affects the individuals perception about the organisation. If
these factors are favorable, individuals experience higher level of job
satisfaction.

b) Supervision: The type of supervision affects job satisfaction as in each
type of supervision, the degree of importance attached to individual varies.
In employee-oriented supervision, there is more concern for people which
is perceived favourably by them and provides them more satisfaction. In
job- oriented supervision, there is more emphasis on the performance of
the job and people become secondary. This situation decreases job
satisfaction.

c) Equitable Rewards: The type of linkage that is provided between job
performance and rewards determines the degree of job satisfaction. If the
reward is perceived to be based on the job performance and equitable, it
offers higher satisfaction. If the reward is perceived to be based on
considerations other than the job performance, it affects job satisfaction
adversely.

d) Opportunity for Promotion: It is true that individuals seek satisfaction in
their jobs in the context of job nature and work envient but they also attach
importance to the opportunities for promotion that these jobs offer. If the
present job offers opportunity of promotion in future, it provides more
satisfaction. If the opportunity for such promotion is lacking, it reduces
satisfaction.

e) Work Group: Individuals work in group either created formally or they
develop on their own to seek emotional satisfaction at the workplace. To
the extent such groups are cohesive, the degree of satisfaction is high. If
the group is not cohesive, job satisfaction is low. In a cohesive group,
people derive satisfaction out of their interpersonal interaction and
workplace becomes satisfying leading to job satisfaction.

Dimensions to job satisfaction:
There are three important dimensions to job satisfaction.
Job satisfaction cannot be seen, it can only be inferred. It relates to ones
feelings towards ones job.
Job satisfaction is often determined by how well outcome meet the
expectations or exceed the expectations. If the employees working in the
organisation feel that they are working much harder than others in the
department but the receiving lower rewards, they will be dissatisfied and have
a negative attitude towards the job, the boss and the co-workers. On the other
hand, if they feel that they are being paid equitably and treated well by the
organisation, they will be satisfied with their jobs and will have positive
attitudes.
Job satisfaction and job attitudes are typically used interchangeably. Positive
attitudes towards the job are conceptually equivalent to job satisfaction and
negative attitudes towards the job indicate job dissatisfaction.
Even though these two terms are used interchangeably, but there are differences
between the two. Job satisfaction is a specific subset of attitudes. Attitudes reflect
ones feeling toward individuals organizations and objects. But job satisfaction refers
to ones attitude towards a job. Attitudes refer to predisposition to respond but
satisfaction relates to the performance factors. Attitudes are long lasting, but
satisfaction is dynamic and it keeps on changing. It can decline even more quickly
than it developed. Thus, managers need to pay attention to job dissatisfaction
constantly.
Factors Influencing Job Satisfaction:
There are a number of factors that influence job satisfaction. A number of research
studies have been conducted in order to establish some of the causes that result in job
satisfaction. These studies have revealed consistent correlation of certain variables with the job
satisfaction. These factors can be explained with the help of the following chart given below:






These factors can be discussed in detail as follow:
1. ORGANISA-TIONAL FACTORS:
Some of the important factors which affect job satisfaction are:
Salaries and wages:
Wages and salaries play a significant role in influencing job satisfaction. This is
basically because of a few basic reasons. Firstly, money is an important instrument in
fulfilling ones needs. Money also satisfies the first level needs of Maslows model of
satisfaction. Secondly, employees often see money as a reflection of the managements
concern for them. Thirdly, it is considered a symbol of achievement since higher pay
reflects higher degree of contribution towards organizational operations.
Non monetary benefits are also important, but they are not as influential. One reason
for that is that most of the employees do not even know how much they are receiving in benefits.
Moreover, a few tend to under value their benefits because they do not realize their monetary
value. The employees, generally, want a pay system which is simple, fair and in line with their
expectations.

Promotion chances:
Promotional chances considerably affect the job satisfaction because of the following reasons.
Firstly, promotion indicates an employees worth to the organization which is highly
morale boosting. This is particularly true in case of high level jobs.
Secondly, Employee t takes promotion as the ultimate achievement in his career and
when it is realized, he feels extremely satisfied.
Thirdly, promotion involves positive changes e.g. higher salary, less supervision, more
freedom, more challenging work assignments, increased responsibilities, status and like.

Company Policies;
Organizational structure and policies also play an
Important role in affecting the job satisfaction of employees. An autocratic and highly
authoritative structure causes resentment among the employees as compared to a structure which
is more open and democratic in nature.
Organizational policies also govern the human behavior in the organizations. These policies can
generate positive or negative feelings towards the organization. Liberal and fair policies usually
result in more job satisfaction. Strict policies will create dissatisfaction among the employees
because they feel they are not being treated fairly and may feel constrained.
Thus, a democratic organizational structure with fair and liberal policies is associated with high
job satisfaction.
2. WORK ENVIRON-MENTAL FACTORS:
The work environmental factors include the following important factors:
Supervision:
Supervision is moderately important source of job satisfaction. There
are two dimensions of supervisory styles which affect the job
satisfaction.

First is employee centeredness:
Whenever the supervisor is friendly and supportive of the workers
there is job satisfaction. In this style, The supervisor takes personal interest in employees
welfare.
Second is participation:
The superior who allow their subordinates to participate in decision
that affect their own jobs, help in creating an environment which is highly conducive to job
satisfaction.
Thus, the supervisors who establish a supportive personal relationship
with subordinates and take personal interest in them contribute to the employees satisfaction.
Work Group:
The nature of the work group or team will have effect on job satisfaction
in the following way:
A friendly and co-operative group provides opportunities to the group
members to interact with each other. It serves as a source of support,
comfort, advice and assistance to the individual group members. If on
the other hand, the people are difficult to get along with, the work
group will have a negative impact on the job satisfaction.
The work group will be even a strong source of satisfaction when
members have similar attitudes and values. In such a group, there will
less friction on day to day basis.
Smaller groups provide greater opportunity for building mutual trust
and understanding as compared to larger group.
Thus, the group size and quality of interpersonal relations within the
group play a significant role in workers satisfaction.
Working Conditions
Good working conditions are desirable by the employees, as they lead to
more physical comfort. People desired that there should be a clean and healthy working
environment. Temperature, humidity, ventilation, lighting and noise, hours of work, cleanliness
of the work place and adequate tools and equipment are the features which affect job satisfaction.
While the desirable working conditions are taken for granted and may not contribute heavily
towards job satisfaction, poor working conditions do become a source of job dissatisfaction,
simply because they lead to physical discomfort and physical danger.
Moreover, all the employees are not satisfied or dissatisfied by favorable or unfavorable work
environment as shown in the figure.
As shown in the figure, all the four employees are dissatisfied when the working conditions are
unfavourable. However, as the working conditions start becoming favorable. However, as the
working conditions becoming favorable, the job satisfaction of employee A and B increases
sharply while employees C and D have only minor increase in satisfactions.
3. WORK ITSELF:
The content of the work itself plays a major role in the determining the level of job
satisfaction. Some of the aspects of the work which affect job satisfaction are:
job scope:
It provides the amount of responsibility, work pace and feedback .The higher the level of
these factors, higher the job scope and higher the level 0f satisfaction .
Variety:
A moderate amount of variety is very effective. Excessive variety produces confusion and
stress and a too little variety causes monotony and fatigue which are dissatisfiers.
Lack of Autonomy and Freedom:
Lack of autonomy and freedom over work methods and work pace can create helplessness
and dissatisfaction. Employees do not like it when their every step and every action is
determined by their supervisor.
Role Ambiguity and Role Conflict:
Role ambiguity and conflict also lead to confusion and job dissatisfaction because
employees do not know exactly what their task is and what is expected of them.
Interesting Work:
A work which is very interesting and challenging and gives status, provides satisfaction
to the employees as compared to work which is boring and monotonous.
4. PERSONAL FACTORS:
Personal attitudes of the individuals also play a very important role as to whether they are
satisfied at the job or not. Pessimists and people with negative attitudes will complain about
everything including the job. They will always find something wrong in every job to
complain about. Some of the important personal factors are

Age and Seniority:
With age, people become more mature and realistic and less idealistic so
that they are willing to accept available resources and rewards and be satisfied about the
situation. With the passage of time, people move into more challenging and responsible
positions. People who do not move up at all with time are more likely to be dissatisfied with their
jobs.

Tenure:
Employees with longer tenure are expected to be highly satisfied with their jobs. Tenure assures
job security, which is highly satisfactory to employees. They can easily plan for their future
without any fear of losing their jobs.
Personality:
Some of the personality traits which are directly related to job satisfaction are self
assurance, self esteem, and maturity, and decisiveness, sense of autonomy, challenge and
responsibility. Higher the person is on Maslows needs hierarchy, the higher is the job
satisfaction. This type of satisfaction
CONSEQUENCES OF JOB SATISFACTION:
Research has concluded that there is a relationship between job satisfaction and performance of
the employees. Thus, job satisfaction or job dissatisfaction is an important concern of the
management. High job satisfaction may lead to improved productivity, decreased turnover,
improved attendance, reduced accidents, less job stress and less unionization. Job dissatisfaction
produces low morale among workers and low morale at work is highly undesirable. In examining
the outcomes of job satisfaction, it is important to break down the analysis into a series of
specific subtopics. The following

Job satisfaction and productivity:
Is there any positive relationship between satisfaction and productivity?
This controversy has been there over a number of years. Although, majority of people believe
that there is a positive relationship, but research evidence concludes that there is not strong
relationship between these two. According to the research finding of VROOM conducted in
1964, the median correlation between satisfaction and performance is only 0.14. LAWLER and
PORTER found that there is more evidence to suggest that job performance leads to job
satisfaction and not the other way round. The following figure developed by these two explains
this point.
This figure explains that good job performance will lead to rewards, both intrinsic and
extrinsic, which will lead to satisfaction. An employee who is a poor performer will gets less
rewards and will be less satisfied with his job experience.
However, the saying that a happy worker is a productive worker is not always wrong. If
people receive rewards which have both intrinsic and extrinsic value and they feel that these
rewards are equitable, they will be satisfied and this will lead to greater job performance.
Moreover, research also indicates that job satisfaction may not necessarily lead to
improvement of individual performance but it does lead to departmental and organizational level
improvement.
2. Job satisfaction and employee turnover. Unlike the relationship between satisfaction and
performance, research has concluded a moderate relationship between job satisfaction and
turnover. High employee turnover is a matter of concern for the management as it disrupts the
normal operations and continues replacement of employees who leave the organization is costly
and technically undesirable. Managerial concern is mostly for the turnover which arises because
of job dissatisfaction. The employs, thus, try to keep the employees satisfied on their jobs to
minimize the turnover. Though, high job satisfaction in itself cannot keep the turnover low, but
considerable job dissatisfaction will definitely increase the employee turnover.
The employee turnover is affected by certain other factors also, in addition to job satisfaction.
Commitment to the organization is one such factors. Some employees, howsoever dissatisfied
they are with their jobs, cannot imagine themselves working anywhere else. Another important
factored is the bettered opportunities of employment. Even is the people are highly satisfied with
their jobs, they are willing to leave if there are better opportunities available anywhere else. If no
other opportunities are available, the employees will stay wherever they are, irrespective of
dissatisfaction.
On the overall basis, we can say that there is an important roll played by job satisfaction in
employee turnover.
Job satisfaction and absenteeism:
It has been conclusively proved that there is an inverse relationship between job satisfaction
and absenteeism. When satisfaction is high, absenteeism is low and when satisfaction is low,
absenteeism is high. Less satisfied employees are more likely to be absent from work due to
available reasons. This is known as voluntary absenteeism as against unavoidable absenteeism
which is due to illness or other emergency reasons. Management must be concerned with
voluntary absenteeism, because it is related to job satisfaction.
Job Satisfaction and Union activities:
It has been proved that satisfied employees are generally not interested in unions and they do not
perceive them as necessary. Job satisfaction has proved to be the major cause of unionization.
The employees join the unions because they feel that individually they are unable to influence
changes which would eliminate the causes of job dissatisfaction. The level of union activities is
related to the level of job dissatisfaction. Low level of dissatisfaction results in grievances while
higher levels of dissatisfaction will results in employees strikes.
Job Satisfaction and Safety:
When people are dissatisfied with their jobs, company and supervisors, they are more prone to
experience accidents. An underlying reason for this is that dissatisfaction takes ones attention
away from the task at hand and leads directly to accidents. A satisfied worker will always be
careful and attentive towards his job, and the chances of accidents will be less.
Other effects of Job Satisfaction:
In addition, there number of other effects brought about by his job satisfaction. Highly satisfied
employees tend to have better physical and mental health, learn the new job related tasks easily,
have less job stress and unrest. Such employees will become more co-operative such as helping
coworkers, helping customers etc. Such behavior will improve unit performance and
organizational effectiveness.
To conclude, we can say that job satisfactions results from the employees perception that the job
content and context actually provide what an employee values in the work situation.
Organizationally speaking, high level of job satisfaction reflects a highly favorable
organizational climate resulting in attracting and retaining better workers.
THEORIES OF JOB SATISFACTION:
The theoretical approaches to job satisfaction are as follows:
Need Fulfillment Theory:
According to this theory, a person will be satisfied when he gets what he wants from his job.
According to R.H.Schaffter. Job satisfaction will vary directly with the extent to which those
needs of an individual, which can be satisfied are actually satisfied.
According to V.H Vroom. Job satisfaction is positively related to the degree to which ones
needs are fulfilled. However, according to Vroom, the fulfillment theory suffers from a major
drawback. Satisfaction is a function of not only what a person receives but what he feels he
should receive.
Thus, job satisfaction, according are to this theory, is a function of the degree to which the
employees needs are fulfilled in the given situation.

Equity theory:
According to this theory, every individual has a basic tendency to compare his rewards with
those of a reference group. If he feels his rewards are equitable with others doing the similar
work in similar environment, he will feel satisfied. This theory thus believes that, A Persons
job satisfaction depends upon his perceived equity as determined by his input-output balance in
comparison with the input-output balance of others.
Two factor theory:
Two factor theory has been developed by Fredrick Herzberg and his associates. According to
them, satisfaction and dissatisfaction are interdependent of each other and exit in a separate
continuum. One set of factors known as hygiene factors act as dissatisfiers.Their absence causes
dissatisfaction but their presence does not result in positive satisfaction e.g. pay , working
conditions, interpersonal relations etc.The other set of factors lead to satisfaction e.g. promotion,
recognition etc.
















CHAPTER2
COMPANY PROFILE
SHIVADARSHAN AGRO INDUSTRIES


The research work is on the management of rice industry with special reference to Shivadarshan
Agro industry Hamsagiri.The industry was established in the year 2001 with a total capital of
rupees 60000.000 introduced by the partners with secured and unsecured loan.

PARTNERS OF HAMSAGIRI SHIVADARSHAN AGRO-INDUSTRIES
The partners of Shivadarshan Agro Industries Hamsagiri:
Vaman P.Nayak
Venkatraya Bhat
Balakrishna C. Nayak
Poornima Mallya
Parvathi Nayak
Vanitha V. Nayak

LOCATION:
Shivadarshan Agro- Industries Hamsagiri is partnership firm located at near
Guruvayanakere Belthangady.

REGISTRTION:
Shivadarshan Agro- Indusries Hamsagiri is registered a small scale industry
with the department of commerce and industry.

INFRASTRUCTURE AVAILABLE IN HAMSAGIRI SHIVADARSHAN
AGRO-INDUSTRIES
1)Land:
The land is situated at survey number is 188l/5. The total land area of this
leasehold land is about four acres.

2)Building:
The total industry premise is 3 acres.

3)Power:
This machine is a machine oriented unit. Hence requirement of power using
very high. Power is mainly required for running all machineries, heat exchange,
paking machine, boiling water and for lighting. They are also using a generator
power.

4)Water:
In this industry requires large quantity of water for manufacturing process.
Major quantity of water requirements goes for boiling rice, paddy, cleaning hands
and legs of workers.The unit has overhead tanks for water storage.

LAYOUT AND DESIGN OF THE FIRM:
All machines and tools are of good quality and are in good conditions. The
industry also had sufficient area for smooth work. The total land area of the
industry is 3 acres.

Following is the particulars of the building:
1.Godown - 4000sq.ft
2.Office room - 600sq.ft
3.Packing section - 1000sq.ft
4.Workers rest room - 1000sq.ft
5.Watchman shed - 25sq.ft
6.Guest room - 20sq.ft
7.Water tank - 40000ltr capacity

FUNCTIONAL AREAS OF MANAGEMENT WITH REFFERENCE TO
RICE INDUSTRIES

Functional areas of management with reference to rice industries:

Production Finance Marketing Human Resources

PRODUCTION FUNCTION:
The main purpose of any business concern is to produce goods which can be consumed
either directly by consumer or by other producers for further production.Every company can
excel only when it produce those products which satisfies the customer.
Production is a sequence of technical process requiring either directly or indirectly the mental
and physical skill of craftman and consist of changing the shape size and properties of material
and ultimately converting them into more useful products. The main goal production policy is to
reduce the cost without compromising with quality. It is said that cost saved is money saved
money saved is money earnedit calls for hi-tech high touch policies.Production as producing
goods which satisfy more human wants.
Machinery inHamsagiri Shivadarshan Agro Industries:
Rice industry in a machine intensive industry and it requires much investment on machinery.
Following are the machineries are existing in Hamsagiri Shivadarshan Agro Industries.

1.Paddy cleaner machines:
This machine is used under pre-cleaning process, stones, wastage, dust etc,are separated by using
paddy cleaner.

2.Boiler:
Boiler is a heart of mill process. H ere is rice will be boiled.

3.Barrel:
Putting paddy in to the barrels. Floating impurities are removed while leveling the paddy. Then
paddy will be boiling at 90% and leave it 12 hours.

4.Conveyer:
Rice wich was boiled in barrel through conveyer goes to elevator then it will be loaded in driner.

5.Blower:
Through steam exchange, boiler steam will be released through blower. Hot air has to pass inside
drain. Baked rice will be titled up and down by using steam. Repeating process for 7 to 8 times
leads to output of paddy.

6.Rubber sheller:
This machine is to remove cover of paddy. Using rubber blower, husk will be separated from
clean rice. Later the clean rice will be put in to a separator.

8.Seperator:
Rice and paddy will be separated in separator then separated paddy will be going from separator
to rubber sheller, then it gets polished in polish machine.

Three type of polish machines:
1)Cone polisher:
They will separate the bran from the rice.

2)Silky polisher:
Seperated rice will be put in the silky polished it make the rice shining.

3)Final polisher:
Finally they will give shining to the rice.

4)Sortex machine:
Here the rice will be separated white rice and boiled rice. White rice will become separated in 4
vibrator machine and boil rice will be separated in 2 vibrators.

5)Packing machine:
After all the above process the rice going to packing section. Here 10k.g, 25k.g,50k.g, 75k.g,
100k.g being packaged.



Production requisites:
To run the industry smoothly and continuously it requires adequate supply of water, power and
many more things. Following are the detailed production requires of shivadarshan Agro
Industries Hamsagiri.
a)Power:
Shivadarshan Agro Industries Hamsagiri is a machine oriented unit. So it is require much power
for running all machineries, boiling water and for lighting. Other use of power is for lighting. It
also has its own power generator.

b)Water:
Large quantity of water is required for manufacturing process.The main use of water is for
human consumption also. The Shivadarshan Agro Industries Hamsagiri has own over tank for
storing water.

Production analysis:
Shivadarshan Agro industries Hamsagiri works 8 hours a day in the course of production. Rice
industry is a type of industry that there is no wastage in course of production.The husk and bran
going to oil extraction. The finished product from the paddy: Net out- turn per 100kgs of paddy:
Rice 67kgs
Husk 23kgs
Bran 5kgs
Broken rice 1kgs
Wastages 4kgs

Hours required for getting the final product:
process Hours
Paddy soaking 12
Boiling 1
Draining 7
Rice processing 4


MARKETING FUNCTION:
Marketing function is an important operative function of the management it performs
on managerial functions in the field of marketing.
According to E.W.Cundiff and R.R.Still, Marketing management is concerned with
the direction of purposeful activity towards the attainment of marketing goals.
Marketing Functions to Shivadarshan Agro Industries Hamsagiri:
Marketing department plays an important role in determining and satisfying the wants
of the customer. For this purpose marketing department of any company has to focus on 6
principles i.e. sense, serve, satisfy and sale, service, spare parts. The Shivadarshan Agro
Industries Hamsagiri includes marketing function. There are,
1. Buying and Assembling: Buying and assembling of raw material and goods are
important function of a business enterprise. Here also the industry will buy the material
from various sources i.e., Tioga, Hassan, Shakleshpura, Belgaum, Belgaum, Bhadravathi
etc., and also from local market and within Karnataka.
2. Selling: Selling means finding the customer and transferring the goods for value and
consideration.
Selling the product to the local market through, whole sale, and retailer. The firm
may sell its products indirectly to market. Customer makes order through telephone.
3. Standardization and Grading: Standardization means setting up of specialization of a
product. Grads of agricultural products are based on certain specifications and standards.
The rice will be graded through grading process. The rice will get graded as per variety
wise.

For example:
In boiled rice:
Kiruvan -1 grade
D Gidda 11 grades

The other rice:
White rice 1 grade
Gidda - 11 grades
Soorya Kirana 111 grades
4. Packaging: Packing is traditionally done to protect the goods from damage in transit and
facilities easy transfer of goods to customer.
In packaging section package process being done in the type of packages.
For example they are doing packages like 10kgs, 25kgs, 50kgs, 75kgs, and 100kgs. They
are making setting of 1500 packages of 10kgs. Etc.
5. Storage: Goods are generally produced in anticipation of damage. They have to be
stored properly in ware house to protect them from any damage which may be caused by
ants, rats, moisture, theft etc.
In case of rice storing is absolutely necessary to ensure quality retention. The rice will be
stored into the godown until they are actually sold in the market. In addition modern
godowm perform certain marketing services also such as grading, packaging, labeling
etc.
6. Transportation: Transportation provides the physical mean which facilities the
movement of person, good and service from one place to another. Rapid Industrialization
and exchange of goods services cannot take place unless sufficient facilities for
transportation are available. In this case of, transportation held by their own vehicle and
rent. They had 7 trucks for transportation of products from one place to another.
7. Salesmanship: Personnel selling is an important method of selling goods. It is widely
used in retail marketing. It involved direct and personnel contract of the seller or his
representative with the purchaser. It is oldest known form of selling and is the most
important and recognized method of selling.
8. Pricing: Determination of price of product is an important function of marketing
manager. A good pricing helps in determine the varieties of a product to be produced at
different price levels to satisfy the demand of the various kinds of customer. Hera the
quantity wise is fixing the rate. Fixing the cost on the bases of production cost, paddy
rate and output.
9. Insurance: exchange of goods and service involves different types of risks. Insurance
helps to cover these risks. It facilities the smooth exchange of goods by covering risk in
storage and transportation. Loss to goods may arise due to fire, theft, natural calamities
like flood, shortage of rain earthquake etc. People employed in business firms are also
liable to the risks of Injury of like due to accidents in the work place. They can cover the
risk on payment of a nominal premium and recover the loss, if any arising out of the
risks.





FACILITIES TO EMPLOYEES:
Following are some of the important facilities given to employees at Shivadarshan Agro
Industries Hamsagiri:
1. Insurance Facilities: Shivadarshan Agro Industries Hamsagiri has taken a group
insurance policy with the National Insurance Company to cover employees.
For any accident and also a P.A Policy for reimbursement of expenses and weekly
compensation.
2. Lodging: In this industry the employees have lodging facilities. The employees and also
staffs are not allowed to go home. They must stay back compulsory. They cant go home.
3. Leave with wages: Sunday is leave for the workers. Leave with wages are given to
workers.
4. Free Food: In this industry workers are having free food facility. Refreshment meals and
all types of food are available to all staff. There is a canteen facility also.
5. Other Facility: All other facilities like P.F, Medical, Bonus, Canteen facilities are given
to all the workers.

RICE:
Introduction:
Rice is a staple food crop in many parts of the world, including India. In fact, about 65%
of the people consume rice as part of their diet in India. India is the second largest producer of
rice after China, accounting for about 90 million tons of production in the world. Rice is
cultivated during both winter and summer, with over 4000 varieties of rice being grown every
year. In countries where agriculture is the main occupation, the cultivation of rice is seen as the
principal activity and a major source of income.
Definition of Rice:
Rice is defined as a cereal grain belonging to the grass family of Tracheae. Rice belongs
to two species of Phocaea crop, namely, Orzo Sativa and Orzo Glaberrima.
The rice plant grows at a rate of 2-6 feet, and has long, pointed and flat leaves. It has stalk
bearing flower from which the rice are produced. The rice plant needs both warmth and moisture
for its growth. Rice is typically grown as an annual plant, although in some tropical regions, it is
also grown as a perennial plant. It is considered to be one of the crops that are non-glutinous and
non-allergic.
Traditionally, rice was cultivated by irrigating the field with adequate amounts of water
after sowing the seedlings. In this manner, it reduces the growth of weeds but the process should
be implemented very carefully, with proper servicing of the water damming and channeling.
History of Rice:
Rice is one of the oldest known crops to have been cultivated by man. The earliest forms of
rice were grown in China around 5000 years back. In fact, the rice paddy was first invented by
the Chinese farmers. The rice paddy was grown in an artificial pond, thereby saving water and
also helping in killing the weeds. It is also believed that rice roots were discovered in India in
3000 BC, when some native people discovered the plant and began to experiment with it for their
personal use. From China, the production of rice soon spread to the other parts of the world,
including India, Greece, Southern Europe and many parts of North Africa. In India, people
during the Harappa civilization began to grow rice by around 2500 BC. The Spanish brought rice
in the beginning of the 18
th
century to South America.
Types of Rice:
The most basic parameter on which rice is can be according to its length. According to these
criteria, one can find four types of rice. These are:
a) Long Grain Rice/Basmati Rice: It belongs to the category of Indica Rice or long
grained rice. The grain of the rice is long, and is about 5 times longer than its width.
The long grain rice narrow, long kernels. The long grain rice is known as a rough or
paddy rice at the time of its harvesting. Its grains, when cooked, are light in weight as
well as soft in texture. Due to its full- bodied flavor and versatility, the long grain rice is
also known as an all purpose rice or basmati rice, and is an ideal choice for an everyday
meal. Basmati rice is mainly cultivated in climates rice is further classified as Long
Grain Brown Rice and Long Grain White Rice.

b) Medium Grain Rice: This type of rice has a creamy color and a slightly chewy texture.
The kernels of this kind of rice are shorter and wider as compared to that of long grain
rice and also do not always remain fluffy. It is an ideal form to be used in desserts, etc.
The grains of the medium grain rice are 2-3 times longer than the width, which is about
5 mm in length. It can also be further classified as Medium Grain Brown Rice and
Medium Grain White Rice.

c) Short Grain Rice: Belonging to the Japonica category of rice, the grains of this type of
rice have short and plump kernels. This rice is identified as having a smooth, creamy
texture, ideals for making rice pudding and other sweet dishes involving the use of rice.
The length of the grains is 4 mm while its width is around 2.5 mm it is mainly grown in
cold weather areas, such as Japan, Korea and China. This type of rice can also be
further classified as Short Grain Brown Rice and Short Grain White Rice.




























1)Age
Sl. No Aspect Frequency Percentage
1 20-25 9 45%
2 25-35 8 40%
3 35-40 3 15%
4 40 Above - -
Total 20 100%









0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
20-25 25-35 35-40 40 ABOVE
45%
40%
15%
AGE

2)Sex




Sl.no Aspect frequency percentage
1 Male 13 65%
2 female 7 35%
Total 20 100%






0%
10%
20%
30%
40%
50%
60%
70%
male female
65%
35%
sex



3)Marital status
Sl. no Aspect Frequency Total
1 Single 11 55%
2 Married 9 45%
3 Widow -
4 Divorce -
Total 20 100%






0%
10%
20%
30%
40%
50%
60%
70%
singie married widow divorce


4)Education Qualification
Sl.no Aspect Frequency Percentage
1 secondary 12 60%
2 P.U.C 7 35%
3 diploma - -
4 Graduate - 5%
Total 20 100%







0%
10%
20%
30%
40%
50%
60%
70%
secondary P.U.C Diploma Graduate
Education Qualification

5)Experience

Sl.no Aspect Frequency Percentage
1 Below 5 year 9 45%
2 10-20 7 35%
3 20-30 4 20%
4 Above 30 -
Total 20 100%







45%
35%
20%
Experience
below 5 year
10_20
20_30
Above 30

Section B
1.Employees working with the company
Sl .no Aspect Frequency Percentage
1 0-3 6 30%
2 3-5 5 25%
3 5-7 5 25%
4 Above 7 4 20%
Total 20 100%









0%
5%
10%
15%
20%
25%
30%
35%
0_3 3_5 5_7 Above 7

3.Employees feel about the working environment
Sl.no Aspect Frequency Percentage
1 Exellent 3 15%
2 Good 6 30%
3 Satisfied 11 55%
4 Non satisfied - -
Total 20 100%








0% 10% 20% 30% 40% 50% 60%
Exellent
Good
Satisfied
Non satisfied
15%
30%
55%

3.Employees feel about job secure
Sl.no Aspect Frequency Percentage
1 High secure 12 60%

2 Secure 8 40%
3 unsecure - -
Total 20 100%








60%
40%
Employee job secure
High secure
Secure
unsecure

4.
Sl.no Aspect Frequency Percentage
1 Salary increased 8 40%
2 Promotion 4 20%
3 Leave 4 20%
4 Recognition 4 20%
5 Motivation talk - -
Total 20 100%







40%
20%
20%
20%
Motivational factor
Salary increased
Promotion
Leave
Recognition
Motivation talk

5.
Sl.no Aspect Frequency Percentage
1 Highly satisfied 10 50%
2 Satisfied 8 40%
3 Dissatisfied 2 10%
4 Highly Dissatisfied - -
Total 20 100%








0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Highly
satisfied
Satisfied Dissatisfied
50%
40%
10%

6.
Sl no Aspect Frequency Percentage
1 Strongly agree 10 50%
2 Agree 6 30%
3 Neutral 40 20%
4 Disagree - -
5 Strongly disagree - -
Total 20 100%








0%
10%
20%
30%
40%
50%
Strongly
agree
Agree
Neutral
50%
30%
20%

7.
Sl no Aspect Frequency Percentage
1 Strongly agree 7 35%
2 Agree 9 45%
3 Neutral 4 20%
4 Disagree - -
5 Stronglydisagree - -
Total 20 100%








35%
45%
20%

8.
Sl no Aspect Frequency Percentage
1 Most of the time 8 40%
2 Some time 8 40%
3 Never - -
4 All the time 4 20%
Total 20 100%









0%
5%
10%
15%
20%
25%
30%
35%
40%
most of the time some time never all the time
40% 40%
20%

9.
Sl no Aspect Frequency Percentage
1 Strongly agree 5 25%
2 Agree 15 75%
3 Neutral - -
4 Disagree - -
5 Strongly disagree - -
Total 20 100%








0%
10%
20%
30%
40%
50%
60%
70%
80%
Strongly agree
agree
Neutral
Disagree
Srtongly
Disagree
75%
25%


10.
Sl no Aspect Frequency Percentage
1 Most of the time 10 50%
2 Some time 4 20%
3 Never - -
4 All the time 6 30%
Total 20 100%








0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Most of the time Some time Never All the time
50%
20%
30%


11.
















Sl. no Aspect Frequency Percentage
1 Highly satisfied 11 55%
2 Satisfied 7 35%
3 Dissatisfied 2 10%
4 Highly dissatisfied - -
Total 20 100%
0%
10%
20%
30%
40%
50%
60%
Highly Satisfied Satisfied Dissatisfied Highly Dissatisfied




12.
Sl no Aspect Frequency Percentage
1 Most of the time - -
2 Some time 4 20%
3 Never 16 80%
4 All the time - -
Total 20 100%






20%
80%
Percentage
Most of the time
Some time
Never
Aii the time


13.
Sl no Aspect Frequency Percentage
1 Most of the time 5 25%
2 Some time 12 60%
3 Never 3 15%%
4 All the time - -
Total 20 100%








0%
10%
20%
30%
40%
50%
60%
70%
Most of the time
Some time
Never
All the time
25%
60%
15%


14.
Sl no Aspect Frequency Percentage
1 Strongly agree 8 40%
2 Agree 8 40%
3 Neutral 4 20%
4 Disagree - -
5 Strongly disagree - -
Total 20 100%







0
5
10
15
20
25
30
35
40
45
Strongly agree Agree Neutral Disagree Strongly
disagree
Column4
Column3
Percentage


15.
Sl. no Aspect Frequency Percentage
1 Highly satisfied 8 40%
2 Satisfied 10 50%
3 Dissatisfied 2 10%
4 Highly dissatisfied - -
Total 20 100%


0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Aspect Highly
satisfied
Satisfied Dissatisfied Highly
dissatisfied
Series 3
Series 2
Percentage