INTRODUCTION

1.1 Origin of the report This report is prepared for Professor Dr. A K Fazlul H Shah, the course teacher of Advanced Marketing esearch at Depart!ent of Marketing, "niversit# of Dhaka as a partial re$uire!ent of the course. The purpose of the report is to gather kno%ledge of preparing research proposals, conducting research, anal#zing data and report %riting. The theoretical kno%ledge gathered fro! the course and the standard procedures & instructions '# our course teacher are follo%ed to prepare this for!al report. 1.2 Background of the Proble (erger Paints 'egan its painting in (angladesh since independence. And this has 'een a footstep to 'ring !ore than )*+ #ears of glo'al paint industr# e,perience into (angladesh. -ver the decades, (erger has evolved to 'eco!ing the leading paint solution provider in this countr# and has diversified into ever# sphere of the industr# . fro! Decorative Paints to /ndustrial 0oatings, fro! Marine 0oatings to Po%der 0oating and %hat not. To give a co!prehensive and sustaina'le painting solution to the need of the industr#, (erger has invested !ore on technolog# and esearch & Develop!ent 1 & D2 than an# other !anufacturer in this !arket. /t selects the ra% !aterials fro! so!e of the 'est. kno%n na!es in the %orld3 M/TS"/, M-(/4, D"P-5T, H-60HST and (ASF are a fe% to na!e. The superior $ualit# of (erger7s products has 'een possi'le 'ecause of support fro! its advanced plants and an international.standard of strict $ualit#. /nvest!ent in technolog# and plant capacit# is even !ore evident fro! the ne% factor# of (erger Paints (angladesh 4i!ited at Savar, DHAKA. The state.of.the.art factor# is an addition to (erger7s capacit# to !ake it the paint.giant in (angladesh. 5ot to forget a'out the first Dou'le Tight 0an !anufacturing unit in its 0hittagong factor#. All, together %ith devotion into & D to !ake it the reputed center of Applied esearch in paint, e!ulsion and esin Technolog#, proof the co!!it!ent that (erger has for this industr#. The sheer innovation and develop!ent drive is reflected on the various products (erger has so far launched in this !arket. The product range includes, specialized outdoor paints protective of the %orst %eather conditions, 0olor Factor#, superior Marine Paints, Te,tured 0oatings, Heat proudl#. esistant Paints, oofing 0o!pound and 6po,ies. /n each of the product categor#, (erger has al%a#s 'een the pioneer and %ill continue to do so

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(erger7s one of the pri!e o'8ectives is to provide 'est custo!er support.connecting consu!ers to technolog# through specialized services like free technical advice on surface preparation, color consultanc#, special color sche!es etc. To 'olster custo!er satisfaction, (erger has recentl# launched Ho!e Decor Service fro! %hich once can get an arra# of services pertaining to painting. 9ith %orld.class range and dura'ilit#, (erger is al%a#s read# to ans%er to all %eather conditions. (erger Dhaka factor# has 'een perfor!ing e,cellentl# since its inception to generate profit. Dhaka factor# is considered the !ain factor# a!ong the t%o factor# of (erger Paints in ter!s of total !anpo%er, floor area and profit generation. Total :; -fficials and <+; Su'.staffs are %orking in this factor#. Till the #ear of )+<+, the factor# had an increasing trend in all attri'utes 'usiness develop!ent and profit generation. The scenario changed fro! the #ear )+<<, since %hen the perfor!ance of this factor# in all 'usiness attri'utes has 'een decreasing drasticall#. Though there is continuous pressure fro! the !anage!ent, regarding productivit# increasing 'ut the e!plo#ees are reluctant to do so. As the result, productivit# decrease '# <+= Dece!'er )+<< if co!pared to the sa!e attri'utes at the end of Dece!'er )+<+. Manage!ent of the factor# %as highl# concerned %ith this declining perfor!ance and the possi'le reason 'ehind it. 1.! "tate ent of the Proble 9hen the sole perfor!ance of Dhaka factor# is evaluated, decrease in efficienc# level and devotion to%ards the 8o' a!ong the e!plo#ees is evident. Also the /nternal 0ontrol & 0o!pliance Division of the Factor# has placed negative report to the !anage!ent regarding the cleanliness, safet# para!eters level of the e!plo#ees. The !anage!ent of the factor# %anted to assess the level of 8o' satisfaction a!ong the e!plo#ees of the Dhaka factor# and to find out %hether this issue has an# i!pact 'ehind the decreased perfor!ance. The o'8ective of the research is to identif# the factor1s2 that can affect the 8o' satisfaction a!ong the e!plo#ees and to %hat e,tend 8o' satisfaction or dissatisfaction is dependent on %hich independent varia'le that is actuall# affecting the e!plo#ees> perfor!ance. /n this research, the dependent varia'le is 8o' satisfaction a!ong the e!plo#ees. (esides, <?1Seventeen2 independent varia'les %ere deter!ined %hich !a# affect the e!plo#ee satisfaction. The independent varia'les are3 <. Salar# Structure

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). Perfor!ance 6valuation *. e%ard S#ste!

@. Punish!ent S#ste! :. Pro!otion A. 9orking 6nviron!ent ?. /nter.personal ;. Tea! 9ork B. Co' Assign!ent <+. Participation in Decision Making <<. Manage!ent 0o.operation <). Fair Treat!ent <*. Authorities & esponsi'ilities <@. "ndue Pressure <:. Training Facilit# <A. Co' otation. <?. 4ogistic & /nfrastructural Facilit# elationship

#PPRO#C$%" TO T$% PROB&%'

This research is 'ased on the h#pothesis that the perfor!ance of (erger Dhaka factor# li!ited, Dhaka factor# is decreasing productivit# da# '# da# due to so!e sort of dissatisfaction a!ong the e!plo#ees. Pri!ar# data collected through a $uestionnaire fro! the sa!ples !ade up of e!plo#ees of the 'ranch %as anal#zed to test the significance of the h#pothesis and to find out %hich varia'le1s2 isDare affecting 8o' satisfaction a!ong e!plo#ees to %hat e,tend and ho% it is actuall# influencing the perfor!ance of the e!plo#ees.

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R%"%#RC$ D%"I(N

!.1 T)pe of Re*earch De*ign This research is an e,plorator# research. Surve# !ethod %as used for o'taining pri!ar# data through ad!inistering a $uestionnaire. A Structured $uestionnaire %as prepared %ith so!e li!ited e,plicit alternatives. /nfor!ation %as collected on a +B 15ine2 Point 4ikert Scale fro! )@ sa!ples '# Personal /ntervie%ing the!. !.2 T)pe of Data or Infor ation needed The research is entirel# 'ased on pri!ar# data that %ere collected '# personal intervie%ing the sa!ples. !.! Data Collection fro Pri ar) "ource

Personal intervie% %as used for collecting pri!ar# data. 6!plo#ees of the factor# %ere ad!inistered the $uestions during their convenient period at office hour. The structured direct surve# %hich is the !ost popular data collection !ethod involves ad!inistering a $uestionnaire. Fi,ed.alternative $uestions %ere provided to the respondents %hich re$uired the respondents to select fro! a predeter!ined set of responses. %ere asked eighteen $uestions each representing a specific varia'le. !.+ "caling Techni,ue A +B15ine2 Point 4ikert Scale has 'een used in the $uestionnaire for scaling the ans%er. The scale indicates a degree of agree!ent or disagree!ent %ith each of a series of state!ents. /n the scale < !eans the respondent are e,tre!el# disagree %here as B !eans the e,tre!el# agree in positive t#pe $uestions. /n other cases of negative $uestions < !ean e,tre!el# agree and B !eans e,tre!el# disagree. !.- .ue*tionnaire De/elop ent A structured $uestionnaire %as developed containing <;1eighteen2 state!ents against %hich the respondents %ere re$uired to !ark their degree of agree!ent or disagree!ent. A!ong the <;1eighteen2 state!ents, +<1one2 %as 'ased on the dependent varia'le and the each of the other <?1seventeen2 %ere 'ased on a single independent varia'le. (oth positive and negative state!ents %ere included in the $uestionnaire. The $uestionnaire %as designed in such a %a# that the $uestions overco!e the respondents> ina'ilit# and un%illingness to ans%er. espondents

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!.0 "a pling Techni,ue* The target population %as the <A@ e!plo#ees of (erger Dhaka Factor# 4i!ited, Dhaka factor# that includes :; officials and <+; su'.staffs. Total Sa!ple size has 'een considered as )@. 0onvenience sa!pling process has 'een used to choose the sa!ple fro! the population. !.1 2ield 3ork / conducted the surve# a!ong the )@sa!ples of !# convenience a!ong the population at Dhaka Factor# pre!ise and ad!inistered the $uestionnaire '# personall# intervie%ing the!. !.4 $)pothe*i* Te*ting An# research !ust 'e carried out '# testing the h#potheses. H#pothesis are unproven state!ents 'ased on %hich the research is carried out. There are t%o t#pes of h#potheses. 5ull h#pothesis and Alternative h#pothesis. 5ull h#pothesis is a t#pe of h#pothesis %here no deference or effect is e,pected %hile so!e e,ception is e,pected in alternative h#pothesis. Accepting the alternative h#pothesis %ill lead to changes in opinions or actions. The null h#pothesis is al%a#s the h#pothesis that is tested. A null h#pothesis !a# 'e re8ected, 'ut can never 'e accepted 'ased on a single test. A statistical test can have one of t%o outco!es. -ne is that the null h#pothesis is re8ected and the alternative h#pothesis is accepted. -ther outco!e is that the null h#pothesis is not re8ected 'ased on the evidence. /n null h#pothesis, it %as assu!ed that, there is no contri'ution of the factors over the dependent varia'le. The alternative h#pothesis %as assu!ed that, there is so!e contri'ution of each of the factors over the dependent varia'le. As there are t%o h#potheses, a one tailed test %as carried out %here a non.acceptance of null h#pothesis result an auto!atic acceptation of the alternative h#pothesis and it is e,pressed directionall#. H#pothesis test %as done using the !ultiple regression anal#sis.

D#T# #N#&5"I"

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+. 'ethodolog) for Data #nal)*i* Earious !ethods of data anal#sis can 'e used for this research stud# like A5-EA, Multiple egression Anal#sis. Since the research includes relationships a!ong so!e independent varia'les, !ultiple regression anal#sis is chosen. A5-EA is also necessar#. +.1 'ultiple Regre**ion #nal)*i* To descri'e the relationship a!ong t%o varia'les regression anal#sis is used. egression

0oefficients esti!ates regression coefficient (, standard error of (, standardized coefficient 'eta, t value for (, and t%o.tailed significance level of t. 0onfidence intervals displa#s B:= confidence intervals for each regression coefficient, or a covariance !atri,. 0ovariance !atri, displa#s a variance.covariance !atri, of regression coefficients %ith covariance>s off the diagonal and variances on the diagonal. A correlation !atri, is also displa#ed. Multiple regression anal#sis is used %hen there are !ore than t%o varia'les. /n !# research, there are <? independent varia'les acting upon the dependent varia'le. So / use !ultiple regression anal#sis. Multiple regression anal#sis can 'e presented '# an e$uation, in %hich, the dependent varia'le is the su!!ation of the independent varia'les. The coefficient of each of the independent varia'le deter!ines the significance of it. That is, higher the coefficient higher the contri'ution of that independent varia'le. A positive sign of the independent varia'le indicates that the contri'ution is positive, that is, an increase in the contri'ution results in an increase in the dependent varia'le. Si!ilarl#, a negative sign indicates the contri'ution is negative and an increase in the contri'ution of that independent varia'le %ould result in a decrease in the dependent varia'le.

Follo%ing is an e,a!ple of such e$uation3 FG H+I H<J<I H)J)I H*J*I H@J@I H:J:IKKKKKKKK..I HnJn 9here, F denotes the dependent varia'le and the J<.n represent the independent varia'les. To test the h#potheses !ultiple regression anal#sis is used too. As the null h#pothesis is assu!ed that there is no contri'ution of each of the factors over the dependent varia'le, a !easure re$uired to identif# the contri'ution of the factors. The purpose. The
) )

value is used for this

value indicates the overall contri'ution or influence of the independent

varia'les on the dependent varia'le. 9hen the value is zero it indicates that no su!!ed

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contri'ution of the independent varia'les in deter!ining e!plo#ee satisfaction. A value a'ove zero indicates so!e contri'ution. Thus it clearl# indicates that a zero results in an acceptance of the null h#pothesis. /n 'rief, the h#potheses test according to !ultiple regression anal#sis can 'e stated as H+3 H<3 . .
) )

value

G+& L+

C$#PT%R -6 R%"U&T"

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To anal#ze the data collected fro! our field%ork %e put the data into the SPSS. (efore putting the input data, / declared the varia'les in the varia'le vie% %indo%. Then / put the data in the data %indo% and clicked on the anal#ze ta' for anal#sis. For regression anal#sis / used the linear regression anal#sis ta'. T%o output %indo%s are found i!!ediatel#. / anal#zed these outputs and contents of these %indo%s are given as the results in the follo%ing sections. -.1 Regre**ion #nal)*i* -.1.1 $)pothe*e* Te*t The h#potheses assu!ed for the h#potheses test are H+3 Follo%ing ta'le is found fro! the regression anal#sis 'odel "u ar)
)

G + & H<3

L+

Model

S$uare

Ad8usted

S$uare

Std. 6rror of the 6sti!ate

<

.BA;a

.B*A

.?:A

.;);+?

a. Predictors3 10onstant2, logistic & infrastucture facilities , not particvipate in decision !aking, relation a!ong e!plo#ees, salar#, no re%ard, unethical %ork, pro!oted, ade$uate traing facilities, authorities and responsi'ilities, environ!ent, perfor!ance, e!plo#ees do not get fair tret!ent, 9orks as a tea!, relation, 8o' assaign!ent, punished, !anage!ent is cooperative. Here,
)

G +.B*A %hich is greater than zero. As

G + !eans that there is no correlation

a!ong the varia'les. (ut as this value is +.B*A, %hich is greater than zero, %e can dra% a conclusion that there is a significant a!ount of correlation a!ong the varia'les. So, according to the one tailed test, the null h#pothesis can 'e re8ected %hich !eans an auto!atic acceptance of the alternative h#pothesis. So, decision can 'e dra%n that there e,ist so!e relationships a!ong the varia'les. This also represents that the dependent varia'le can 'e 'etter predicted through the independent varia'les.

#NO7#

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Model

Su! of S$uares

Df

Mean S$uare

Sig.

<

egression

A+.:<<

<?

*.::B

:.<B<

.+):a

esidual

@.<<@

.A;A

Total

A@.A):

)*

a. Predictors3 10onstant2, logistic & infrastructure facilities , not participate in decision !aking, relation a!ong e!plo#ees, salar#, no re%ard, unethical %ork, pro!oted, ade$uate training facilities, authorities and responsi'ilities, environ!ent, perfor!ance, e!plo#ees do not get fair treat!ent, 9orks as a tea!, relation, 8o' assign!ent, punished, !anage!ent is cooperative '. Dependent Earia'le3 Satisfied Fro! the A5-EA ta'le it can 'e seen that the significance level of the F value is 'elo% MG+.+:. At ; & :< degrees of freedo! the calculated value of F 1:.<B<2 is also greater than the ta'ulated value of F. Again the significance value is +.+): %hich also indicates that the independent varia'les have significant association %ith the dependent varia'les. So the null h#pothesis is re8ected. This indicates the independent varia'les 1logistic & infrastructure facilities , not participate in decision !aking, relation a!ong e!plo#ees, salar#, no re%ard, unethical %ork, pro!oted, ade$uate training facilities, authorities and responsi'ilities, environ!ent, perfor!ance, e!plo#ees do not get fair treat!ent, 9orks as a tea!, relation, 8o' assign!ent, punished, !anage!ent is cooperative2 issues have significant relationshipDassociation %ith the dependent varia'le e!plo#ee satisfaction.

-.1.2 Relation*hip #nal)*i*

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Follo%ing ta'le is the su!!ar# of the !ultiple regression anal#sis fro! %hich the relationship is anal#zed.
Coefficient*

Standardized "nstandardized 0oefficients 0oefficients

Model

Std. 6rror

(eta

Sig.

<

10onstant2

.).*?A

*.)A)

..?);

.@B@

salar#

.@:<

.@B+

.<;B

.B)<

.*B*

perfor!ance

.?+B

.**;

.:;@

).+BA

.+;<

no re%ard

.<;A

.)A+

.<*:

.?<A

.:+<

punished

..?<;

.:?;

..*?:

.<.)@)

.)A+

pro!oted

.<<@

.)*B

.+;)

.@?:

.A:<

environ!ent

.@@<

.:+:

.))A

.;?)

.@<?

relation

..*AA

.::<

..<?*

..AA@

.:*)

9orks as a tea!

.+*<

.*)?

.+)@

.+B@

.B);

8o' assaign!ent

.@)B

.*+B

.*:;

<.*;B

.)<@

not participate in decision !aking

.AB;

.<;;

.?+A

*.?<*

.+<+

!anage!ent is cooperative

..@++

.@;?

..)B*

..;))

.@@*

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Standardized Model "nstandardized 0oefficients 0oefficients t Sig.

e!plo#ees do not get fair treat!ent

.@AB

.*):

.*):

<.@@*

.<BB

authorities and responsi'ilities

..A+:

.)+:

..:)<

.).B@B

.+)A

unethical %ork

.+?*

.)@+

.+A;

.*+:

.??<

ade$uate training facilities

.)AA

.)<;

.*++

<.))<

.)A;

relation a!ong e!plo#ees

.<**

.)**

.<)*

.:?)

.:;;

logistic & infrastucture facilities

..)?)

.<@B

..*)<

.<.;)*

.<<;

a. Dependent Earia'le3 Satisfied These coefficients indicate the relationships a!ong the varia'les. Follo%ing e$uation can 'e dra%n fro! this ta'le to indicate this relationship3
Pi G .).*?AI +.@:<S I.?+BP I .<;A5
..@++MI.@AB6 ..A+:A ..?<;Pu I .<<@Pr I .@@<6n ..*AA

I .+*<9T I .@)BCI.AB;5

I .+?*" I .)AAAT I .<** 6 ..)?) 4F

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9here,

S G Salar#, PuG Punished, G elation 5 G 5ot participate in decision

!aking, A G Authorities and responsi'ilities

P G Perfor!ance, Pr G Pro!oted, 9T G 9orks as a tea! MG!anage!ent is

cooperative "G "nethical %ork

5 G 5o re%ard 6nG6nviron!ent C G Co' assign!ent 6 G 6!plo#ees do not get

fair treat!ent

ATG Ade$uate training

facilities

4F G 4ogistics & infrastructure facilities

6 G elationship a!ong e!plo#ees

There are 'oth positive and negative coefficients of the independent varia'les. The positive coefficients indicate that the# have a positive relationship %ith the dependent varia'le and the negative coefficients indicate that the# have a negative relationship %ith the dependent varia'le. This !eans an increase in each of the positive coefficient independent varia'les %ould result in an increase in the dependent varia'le or a decrease in each of the negative coefficient independent varia'les %ould result in a decrease in the dependent varia'le. 9e need to check no% ho% !uch each of the independent varia'le has contri'uted to the e!plo#ee satisfaction3 5on perfor!ers are properl# punished has a ?<.;= negative i!pact on e!plo#ee satisfaction. /nter personal relation a!ong the e!plo#ees is ver# friendl# has a *A.A= negative i!pact on e!plo#ee satisfaction. Manage!ent is cooperative to%ards the e!plo#ees has a @+= negative i!pact. Authorities and responsi'ilities are clearl# defined to the e!plo#ee has a A+.:= negative i!pact. 4ogistic & infrastructure facilities are inade$uate to render $ualit# service has a )?.)= negative i!pact. Here fro! the calculation it is found that onl# the significance level for authorities and responsi'ilities 1+.+)A2, 5ot participate in decision !aking 1+.+<2, relationships %ith the dependent varia'le. -n the other hand all other varia'les have significance level value !ore than +.+:, %hich indicates all the other varia'les do not have significant relationship %ith the dependent varia'le.

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C$#PT%R 06 R%CO''%ND#TION #ND CONC&U"ION

After anal#zing

the results on regression

anal#sis

perspective,

the follo%ing

reco!!endations can 'e !ade 6!plo#ee satisfaction heavil# depends on the various factors. /n (erger Dhaka factor# the e!plo#ee are not satisfied for the follo%ing reasons3 a. 5on perfor!ers are properl# punished in (erger Dhaka factor# has a ?<.;= negative i!pact on e!plo#ee satisfaction. /nter personal relation a!ong the e!plo#ees is ver# friendl# has a *A.A= negative i!pact on e!plo#ee satisfaction. Manage!ent is cooperative to%ards the e!plo#ees has a @+= negative i!pact. Authorities and responsi'ilities are clearl# defined to the e!plo#ee has a A+.: negative i!pact. 4ogistic & infrastructure facilities are inade$uate to render $ualit# service has a )?.)= negative i!pact. All other factors also influence the satisfaction of the e!plo#ees

'.

c.

d.

e. f.

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Therefore, to i!prove productivit# as %ell as $ualit# of product (erger has to deliver authorities as %ell as responsi'ilities to its e!plo#ees. (esides, e!plo#ee has to 'e !ore participate in the decision !aking process.

C$#PT%R 16 &I'IT#TION" O2 T$% "TUD5 1.1 %rror* Doing a research of such proportions !a# have resulted in errors to take place. Much potential error is s#ste!atic, the error that results fro! 'ias, %hile the re!aining is rando!. Ma8or source of error have 'een identified as follo%s3 "ituation a* an %rror 3 This perhaps has 'een one of the principle sources of errors. Such errors usuall# result fro! an# condition that !a# have placed a strain on the surve#. Nenerall# people are e,tre!el# 'us# and so!e of the! are un%illing to participate. /n so!e situations therefore, the respondent could not freel# ans%er the $uestions. The ph#sical and !ental status of the respondent also at ti!es resulted in error as respondents varied in enthusias! and participation depending on their !ood. 1.2 ")*te atic Con*traint* Apart fro! the errors, there are so!e s#ste!atic constraints %hich can 'e treated as the li!itation of the stud#. So!e of the! are given 'elo%. The con*traint* of ti e and budget6 As the course is a self funding course, there %asn>t an# 'udget allocated for the research. As a result, the research %as done under so!e li!itation of 'udget. The $uestionnaire %as developed and the ans%er %as collected %ith a li!ited ti!e fra!e.

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;.+ (i'liograph#

<. Malhothra. 5aresh K., )++;, Advanced Marketing

esearch. <)th 6dition.

Page 15