CHAPTER-1

Concept And Nature of attitude

The attitude is the voluntary disposition of a person given the existence in general or
to a particular aspect of this. Humans in your life experience various emotions that
are far from being motivated by his free choice; Instead, the attitude encompasses
those psychic phenomena on which man's use of freedom and that serve for the
Those provisions that help us to cope against the demands of the environment can
encompass in what is called a positive attitude. The positive attitude of a person
originates in making use of those resources that it has to solve its problems and
difficulties. Indeed, the emphasis of a person with a positive attitude focuses on that
which possesses rather than deals with what lacks. Thus, the positive mental attitude
has interference in health psychic encouraging sentiments that reflect well-being and
serenity.
Conversely, the negative attitude is an inexhaustible source of troubles and defeatist
feelings. In general, people when they suffer from depression adopt this type of
instance towards life. Basically, a person with a negative attitude focuses your
attention on something that lacks and needs: health, money, love, etc. By legitimate
that these aspirations may be, the truth is that focus on the shortcomings we will not
eliminate them, but that instead, you can create us others

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In addition to this classification according to how we stop against our lives and from
there is the attitude that we also take these types of attitudes (negative or positive)
can be used to catalog our behavior to others, all other human beings that surround
us. Between positive attitudes, which will surely come and strengthen our links with
others either in family, friends, work, school, associations in which we participate,
are: solidarity, friendship, understanding, be proactive, creativity, humor, among
others
. On the other hand, those which relate to the negative attitude and that tend to create
conflicts and tensions with others, are: selfishness, envy, jealousy, resentment, lie,
greed, arrogance, indifference, among others, that can be identified.
Many times, both the positive attitudes as negative ones can be innate to human
beings, i.e., a person can be by solidarity essence, or conversely, jealous. These
attitudes, which make up our "way of being”, are those that can cause problems with
others in our social interactions (especially negative ones). It is very common that
couples be separated because one of the two want another change attitudes, for
example, jealousy. However, it is very difficult for humans to have a full control of
Another very different situation is when someone adopts a certain attitude to
accomplish or achieve a specific goal, and in this sense, the attitude will be part of it
on a temporary basis. For example, the famous "white lies" that often say is, and
beyond that it is a lie in any way, do not seem to be as serious.
It is greatly necessary to pay attention to the attitudes we adopt against the different
events that we must daily experience. Insofar and as soon as every man directs his
life to an increase of their welfare and the attainment of happiness, all use we make
of our freedom will tend to bring us closer or away from these objectives. A correct
positive attitude undoubtedly improves the chances of success.
Psychology for example, with its multiple lines of therapeutic approach has
undoubtedly contributed greatly to the identification of attitudes (negative, in general

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are the general conflict and are then consulted with professionals) and its possible
control. As we said, recognizing our attitudes daily, to focus on them and try to
eliminate the negative of our life, it will be an elimination of many conflicts and
tensions which may arise with According to R. Jeffress we can say that attitude is a
mental and emotional response to the variety of circumstances that occur in life.
They are not specifically behaviors but modes or forms of conduct or performance.
It is expressed outwardly, through gestures, movements, words, cries, laughs, tears,
or sometimes stillness and apathy, but it responds to internal, cognitive and affective
stimuli. You cannot have an attitude to what is not known or is not valued as good or
bad.
It means taking a body and/or evaluative position on certain objects or facts, based
on knowledge gained from them. Positive or negative, feelings that make birth a
response, a cause-effect relationship are generated at that mental representation.
For example, "to learn of his illness took an attitude of resignation
A positive attitude is a strong-willed and optimistic reaction to adversity, and a
negative attitude is a harrowing vision, with the consequent reaction apathetic or

aggressive. "A cancer was diagnosed, and he immediately asked which was the
treatment, because I wanted to fight the disease" (positive attitude) "a cancer was
diagnosed, and he only managed to cry, and reject all kinds of help" (negative
attitude).
There are in nate predisposition to react in a certain way to certain stimuli, and
others acquired. A child who grows getting from their elders, challenges and
punishments, will surely mimic such attitudes and will become an adult with violent
attitudes.
The scale of values that constructs a person throughout his life, will contribute to the
attitudes that manifests. A person who puts family, health, respect for themselves and
others rights, friendship, justice and peace, in its scale of values will surely have a
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committed and responsible attitude in the development of its existence.
Ethical, social, religious and legal standards to create the consciousness of duty, tend
to achieve positive attitudes.

Components of Attitudes

Before we can discuss how attitudes impact the workplace, we need to understand
the components of attitudes. Those components are:

 Cognitive: This represents our thoughts, beliefs and ideas about something.
Typically these come to light in generalities or stereotypes, such as 'all
teenagers are lazy,' or 'all babies are cute.'
 Affective: This component deals with feelings or emotions that are brought to
the surface about something, such as fear or hate. Using our above example,
someone might have the attitude that they hate teenagers because they are lazy
or that they love all babies because they are cute.
 Behavioral: This can also be called the behavioral component and centers on
individuals acting a certain way towards something, such as 'we better keep
those lazy teenagers out of the library,' or 'I cannot wait to kiss that baby.'

Each one of these components is very different from the other, and they can build
upon one another to form our attitudes and, therefore, affect how we relate to the
world. For example, we can believe teenagers are lazy (cognitive), we do not have to
hate the teenagers for being lazy (affective), but we could still try to keep them out of
the library because of that fact (conative). Or, we could indeed believe they are all
lazy (cognitive), hate them for it (affective) and that would drive our behavior
towards them (conative).

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Sources of Attitudes

The central idea running through the process of attitude formation is that the
thoughts, fallings and tendencies to behave are acquired or learned gradually.

Sources of Attitudes

But how does one learn, them? The attitudes are acquired from the following
sources.

(i) Direct Personal Experience: The quality of a person’s direct experience with
the attitude object determines his attitude towards it. For example, if a worker finds
his work repetitive, inadequately paid, supervisor too tough, and co-workers not so
co-operative, he would develop a negative attitude towards his job because the
quality of his direct experience with the job is negative.

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(ii) Association: A new attitude object may be associated with an old attitude
object and the attitude towards the latter may be transferred towards the former. For
example, if a newly recruited workers remains most of the time in the company of a
worker towards whom the supervisor has a favorable attitude, the supervisor is likely
to develop a positive attitude towards the new worker also. Hence, the favorable
attitude for the old workers has been transferred towards the new workers.

(iii) Social Learning: Attitudes are also learnt from other as for example, from
parents, teachers, superiors, models etc. An individual may learn by having contact
with others or even watching models over the T.V. In fact, social

Functions of Attitude

 Attitudes serve four major functions for the individual: (By Daniel Katz)

1. The adjustments / utilitarian / adaptive (or instrumental) function

2. The ego defensive function
3. The value expressive (or ego-expressive) function.

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Job satisfaction

Definition-

Due the popularity of job satisfaction within the field of occupational and
organizational psychology, various researchers and practitioners have provided their
own definitions of what job satisfaction is. However, the two most common
definitions describe job satisfaction as: “the pleasurable emotional state resulting
from the appraisal of one’s job as achieving or facilitating the achievement of one’s
job values and “the extent to which people like (satisfaction) or dislike
(dissatisfaction) their jobs

In general, most definitions cover the affective feeling an employee has towards their
job. This could be the job in general or their attitudes towards specific aspects of it,
such as: their colleagues, pay or working conditions. In addition, the extent to which
work outcomes meet or exceed expectations may determine the level of job
satisfaction. However, job satisfaction is not only about how much an employee
enjoys work. Taber and Alliger found that when employees of an American
educational institute rated how much they enjoyed individual tasks within their role,
their scores were moderately correlated to satisfaction with the work itself, and
associated (although weakly) with global job satisfaction. Taber and Alleger also
found that other measures (such as, level of concentration required for the job, level
of supervision, and task importance) all had no impact on satisfaction. This study
demonstrates that the accumulating enjoyment of work tasks added up to overall job
satisfaction. However, the low relationship does suggest that other factors, besides
enjoyment, contribute to how satisfied employees feel at work.

7
4.

 Any particular attitude may satisfy one or more of these functions. The most
important function of any attitude can only be ascertained by considering it in
relation to the person who holds it and the environment in which they operate.
Consequently, what is apparently the same attitude may serve rather different
purposes depending on who holds it and where/when it becomes salient to
them.
 Ultimately these functions serve people’s need to protect and enhance the
image they hold of themselves. In more general terms, these functions are the
motivational bases which shape and reinforce positive attitudes toward goal
objects perceived as need satisfying and / or negative attitudes toward other
objects perceived as punishing or threatening.
 The functions themselves can help us to understand why people hold the
attitudes.
 Adjustment Function

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  The adjustment function directs people toward pleasurable or rewarding
objects and away from unpleasant, undesirable ones. It serves the utilitarian
concept of maximizing reward and minimizing punishment. We develop
favorable attitudes towards things that aid or reward us.
 We favor political parties that will advance our economic lot – if we are in
business, we favor the party that will keep our taxes low, if unemployed we
favor one that will increase social welfare benefits.
 We are more likely to change our attitudes if doing so allows us to fulfill our
goals or avoid undesirable consequences.

2. Ego Defensive function

 The ego-defensive function refers to holding attitudes that protect our self-
esteem or that justify actions that make us feel guilty.
 This function involves psychoanalytic principles where people use defense
mechanisms to protect themselves from psychological harm. Mechanisms
include:
o Denial
o Repression
o Projection
o Rationalization
 For example a consumer who has made a poor purchase decision or a poor
investment may staunchly defend the decision as being correct at the time or
as being the result of poor advice from another person. Such ego defensive
attitude helps us to protect out self image and often we are unaware of them.

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3. Value expression function:

 Whereas ego defensive attitudes are formed to protect a person’s self image,
value expressive attitudes enable the expression of the person’s centrally held
values. Central values tend to establish our identity and gain us social approval
thereby showing us who we are, and what we stand for.
 Some attitudes are important to a person because they express values that are
integral to that person’s self concept (i.e. their ideas about who they are).
 EX: if you view yourself as a Muslim, you can reinforce that image by
adopting Islamic beliefs and values.
 EX: We may have a self-image of ourselves as an enlightened conservative or
a militant radical, and we therefore cultivate attitudes that we believe indicate
such a core value.

4. Knowledge function:

 Some attitudes are useful because they help to make the world more
understandable. They help people ascribe causes to events and direct attention
towards features of people or situations that are likely to be useful in making
sense of them. Consequently, they help to make the world more
understandable, predictable and ‘knowable’.
 Humans have a need for a structured and orderly world, and therefore they
seek consistency stability definition and understanding. Out of this need
develops attitudes toward acquiring knowledge.
 Attitudes achieve these goals by making things fit together and make sense.
Example:
o I believe that I am a good person.
o I believe that good things happen to good people.

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 o Something bad happens to Abhishek.
o So I believe Abhishek must not be a good person.
 Stereotyping is an example of the knowledge function of attitudes. Stereotypes
are mental structures that allow us to predict the characteristics a person based
on the group they belong to. Using stereotypes to make sense of people is
quick and requires minimal mental effort – both significant advantages in a
complicated and fast-moving world.
 One of the more common stereotype examples is stereotypes surrounding race.
For example, saying that all Blacks are good at sports is a stereotype, because
it’s grouping the race together to indicate that everyone of that race is a good
athlete.
 Of course, the down side of this type of thinking is that the inferences we
make about people based on stereotypes may be unhelpful and wildly
inaccurate. Possible prejudicial effects of stereotypes are:
o Justification of ill-founded prejudices or ignorance
o Unwillingness to rethink one’s attitudes and behavior towards
stereotyped groups
o Preventing some people of stereotyped groups from entering or
succeeding in activities or field.

Job satisfaction is one of the most researched variables in the area of workplace
psychology, and has been associated with numerous [[Psychosocial issues - the
changing world of work]| organizational factors]] ranging from leadership to job
design. This article seeks to outline the key definitions relating to job satisfaction, the
main theories associated with explaining job satisfaction, as well as the types of and
issues surrounding the measurement of job satisfaction. While it is also important to
explore what factors precede and are impacted by job satisfaction, this is covered in a

11
Due the popularity of job satisfaction within the field of occupational and
organizational psychology, various researchers and practitioners have provided their

Own definitions of what job satisfaction is. However, the two most common
definitions describe job satisfaction as: “the pleasurable emotional state resulting
from the appraisal of one’s job as achieving or facilitating the achievement of one’s
job values and “the extent to which people like (satisfaction) or dislike
(dissatisfaction) their jobs.

In general, most definitions cover the affective feeling an employee has towards their
job. This could be the job in general or their attitudes towards specific aspects of it,
such as: their colleagues, pay or working conditions. In addition, the extent to which
work outcomes meet or exceed expectations may determine the level of job
satisfaction. However, job satisfaction is not only about how much an employee
enjoys work. Taber and Alleger found that when employees of an American
educational institute rated how much they enjoyed individual tasks within their role,
their scores were moderately correlated to satisfaction with the work itself, and
associated (although weakly) with global job satisfaction. Taber and Alleger also
found that other measures (such as, level of concentration required for the job, level
of supervision, and task importance) all had no impact on satisfaction. This study
demonstrates that the accumulating enjoyment of work tasks added up to overall job
satisfaction. However, the low relationship does suggest that other factors, besides
enjoyment, contribute to how satisfied employees feel at work.

12
 IMPORTANCE OF JOB SATISFACTION

Job satisfaction is an important indicator of how employees feel about their

job and a predict or of work behavior such as organizational, citizenship,
Absenteeism, Turnover.

Job satisfaction can partially media the relationship of personality variables

and deviant work behavior.

Common research finding is that job satisfaction is correlated with lifestyle.

This correlation is reciprocal meaning the people who are satisfied with the life

This is vital piece of information that is job satisfaction and job performance
is directly. Thus it can be said that ,“A happy worker related to one another is a
productive worker”.

It gives clear evidence that dissatisfied employees keep work more often and more
like to resign and satisfied worker likely to work longer with the organization.

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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 chart:

These factors can be discussed in detail as follows:

. Organizational Factors:Some of the organizational factors which affect job

satisfaction are:

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1. 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 one’s needs. Money also satisfies the first level needs of Maslow’s model
of satisfaction. Secondly, employees often see money as a reflection of the
management’s 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 there 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.

2. Promotion Chances:

Promotional chances considerably affect the job satisfaction because of the

following reasons:

Firstly, Promotion indicates on employee’s worth to the organization which is highly

morale boozing. This is particularly true in case of high level jobs. .

Secondly, Employee takes promotion as the ultimate achievement in his career and
when it is realized, he feels extremely satisfied.

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Thirdly, Promotion involves positive changes e.g. higher salary, less supervision,
more freedom, more challenging work assignments, increased responsibilities, status
and like.

3. Company Policies:

Organizational structural and policies also play on 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 satisfactions. Strict policies will create
dissatisfaction among the employees because they feel that 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.

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B. Work Environmental Factors:

The work environmental factors include the following important factors:

1. Supervision:

Supervision is a 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 employee’s
welfare.

Second is Participation:

The superiors, who allow their subordinates to participate in decisions 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.

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2. Work Group:

The nature of the work group or team will have effect on job satisfaction in the
following ways:

(i) 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 job
satisfaction.

(ii) The work group will be even a stronger source of satisfaction when members
have similar attitudes and values. In such a group, there will less friction on day to
day basis.

(iii) Smaller groups provide greater opportunity for building mutual trust and
understanding as compared to larger groups.

Thus, the group size and quality of interpersonal relations within the group play a
significant role in worker’s satisfaction.

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3. Working Conditions:

Good working conditions are desirable by the employees, as they lead to more
physical comfort. People desire 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 given below.

As shown in the figure, all the four employees are dissatisfied when the working
conditions are unfavourable. However, as the working conditions start becoming
favourable, the job satisfaction of employee A and B increases sharply while
employees C and D have only minor increase in satisfaction.

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C. Work Itself:

The content of the work itself plays a major role in determining the level of job
satisfaction.

Some of the aspects of the work which affect job satisfaction are:

(i) 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 of satisfaction.

(ii) 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
dis-satisfiers.

(iii) 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.

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(iv) Role Ambiguity and Role Conflict:

Role ambiguity and role conflict also lead to confusion and job dissatisfaction
because employees do not know exactly what their task is and what is expected of
them.

(v) Interesting Work:

A work which is very interesting and challenging and provides status will be
providing satisfaction to the employees as compared to work which is boring and
monotonous.

D. Personal Factors:

Personal attributes 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:

1. 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.

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2. Tenure:

Employees will 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.

3. 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 Maslow’s needs hierarchy, the higher is
the job satisfaction. This type of satisfaction comes from within the person and is a
function of his personality. Accordingly, in addition to providing a healthy work
environment, management must ensure that the employee is happy with him and has
a positive outlook on life.

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 REASONS OF LOW JOB SATISFACTION

Reasons why employees may not be completely satisfied with their jobs:

1. Conflict between co-workers.

2. Conflict between supervisors.

3. Not being opportunity paid for what they do.

4. Have little or no say in decision making that affect employees.

5. Fear of losing their job.

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 EFFECTS OF LOW JOB SATISFACTION

1. HIGH ABSENTIESM

Absenteeism means it is a habitual pattern of absence from duty or obligation.If there

will be low job satisfaction among the employees the rate of absenteeism will
definitely increase and it also effects on productivity of organization.

As the job satisfaction is high the rate of both turnover and absenteeism is low and
vise a versa.

2. HIGH TURNOVER

In human resource refers to characteristics of a given company or industry relative

to the rate at which an employer gains and losses the staff.If the employer is said to
be have a high turnover of employees of that company have shorter tenure than
those of other companies.

3. TRAINING COST INCREASES

As employees leaves organization due to lack of job satisfaction. Then human

resource manager has to recruit new employees. So that the training expenditure
will increases.

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INFLUENCES ON JOB SATISFACTION

There are no. of factors that influence job satisfaction. For example, one recent
study even found that if college students majors coincided with their job , this
relationship will predicted subsequent job satisfaction. However, the main
influences can be summarized along with the dimensions identified above.

The work itself:

The concept of work itself is a major source of satisfaction. For example, research
related to the job characteristics approach to job design, shows that feedback from
job itself and autonomy are two of the major job related motivational factors. Some
of the most important ingredients of a satisfying job uncovered by survey include
interesting and challenging work, work that is not boring, and the job that provides
status.

Pay:

Wages and salaries are recognized to be a significant, but complex,

multidimensional factor in job satisfaction. Money not only helps people attain their
basic needs but need satisfaction. Employees often see pay as a reflection of how
management views their contribution to the organization. Fringe benefits are also
important.

If the employees are allowed some flexibility in choosing the type of benefits they
prefer with in a total package, called flexible benefit plan, there is a significant
increase in both benefit satisfaction and overall job satisfaction.

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Promotion:

Promotional opportunities are seem to behave a varying effect on job satisfaction.

This is because of promotion take number of different forms.

IMPORTANCE OF LOW JOB SATISFACTION

The concept of job enlargement originated after World War II. It is simply the
organizing of the work so as to relate the contents of the job to the capacity, actual
and potential, of workers. Job enlargement is oblivious for runner of the concept and
philosophy of job design. Stephan offers three basic assumptions behind the concept
of job enlargement.

Output will increase

1. Workers abilities are fully utilized.

2. Worker has more control over the work.

3. Workers interest in work and work place is stimulated

Job enlargement is a generic term that means adding more and different task to a
Specialized job .It may widen the number of task the employee must do that is,
add variety. When additional simple task are added to a job, the process is called
horizontal job enlargement. This also presume able adds interest to the work and
reduces monotony and boredom.

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To check harmful effects of specialization, the engineering factors involved in each
individual job must be carefully analyzed. Perhaps, the assembly lines can be short
ends other at there will be more lines and fewer workers one each line. Moreover ,
instead of assigning one man to each job and then allowed to decide for himself how
to organize the work. Such changes permit more social contacts and greater control
over the work process.

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JOB ROTATION

Job rotation involves periodic assignments of an employee to completely

different sets of job activities. One way to tackle work routine is to use the job
rotation. When an activity is no longer challenging, the employee is rotated to
another job, at the same level that has similar skill requirements.

Many companies are seeking a solution to on-the-job boredom through

systematically moving workers from one job to another. This practice provides
more varieties and gives employees a chance to learn additional skills. The
company also benefits since the workers are qualified to perform a number of
different jobs in the event of an emergency.

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VALUES

Meaning:

Generally, value has been taken to mean moral ideas, general conceptions or
orientations towards the world or sometimes simply interests, attitudes,
preferences, needs, sentiments and dispositions. But sociologists use this term in a
more precise sense to mean “the generalized end which has the connotations of
rightness, goodness or inherent desirability”.

These ends are regarded legitimate and binding by society. They define what is
important worthwhile and worth striving for. Sometimes, values have been
interpreted to mean “such standards by means of which the ends of action are
selected”. Thus, values are collective conceptions of what is considered good,
desirable, and proper or bad, undesirable, and improper in a culture.

According to M. Hara lambos (2000), “a value is a belief that something is good

and desirable”. For R.K. Mukherjee (1949) (a pioneer Indian sociologist who
initiated the study of social values), “values are socially approved desires and
goals that are internalized through the process of conditioning, learning or
socialization and that become subjective preferences, standards and aspirations”.
A value is a shared idea about how something is ranked in terms of desirability,
worth or goodness.

Familiar examples of values are wealth, loyalty, independence, equality, justice,

fraternity and friendliness. These are generalized ends consciously pursued by or

held up to individuals as being worthwhile in themselves. It is not easy to clarify
the fundamental values of a given society because of their sheer breadth.

29
Values may be specific, such as honoring one’s parents or owning a home or they
may be more general, such as health, love and democracy. “Truth prevails”, “love
thy neighbours as yourself, “learning is good as ends itself are a few examples of
general values. Individual achievement, individual happiness and materialism are
major values of modern industrial society.

Value systems can be different from culture to culture. One may value
aggressiveness and deplores passivity, another the reverse, and a third gives little
attention to this dimension altogether, emphasising instead the virtue of sobriety
over emotionality, which may be quite unimportant in either of the other cultures.
This point has very aptly been explored and explained by Florence Kluchkhon
(1949) in her studies of five small communities (tribes) of the American south-
west. One society may value individual achievement (as in USA), another may
emphasis family unity and kin support (as in India). The values of hard work and
individual achievement are often associated with industrial capitalist societies.

30
The values of a culture may change, but most remain stable during one person’s
lifetime. Socially shared, intensely felt values are a fundamental part of our lives.
Values are often emotionally charged because they stand for things we believe to
be worth defending. Often, this characteristic of values brings conflict between
different communities or societies or sometimes between different persons

Most of our basic values are learnt early in life from family, friends, neighbours
hood, school, the mass print and visual media and other sources within society.
These values become part of our personalities. They are generally shared and
reinforced by those with whom we interact.

31
Types:

Values can be classified into two broad categories:

(1) Individual values:

These are the values which are related with the development of human
personality or individual norms of recognition and protection of the human
personality such as honesty, loyalty, veracity and honour.

(2) Collective values:

Values connected with the solidarity of the community or collective norms of

equality, justice, solidarity and suitableness are known as collective values.

Values can also be’ categorized from the point of view their hierarchical
arrangement:

(1) Intrinsic values:

These are the values which are related with goals of life. They are sometimes
known as ultimate and transcendent values. They determine the schemata of
human rights and duties and of human virtues. In the hierarchy of values, they
occupy the highest place and superior to all other values of life.

(2) Instrumental values:

These values come after the intrinsic values in the scheme of gradation of values.
These values are means to achieve goals (intrinsic values) of life. They are also
known as incidental or proximate values.

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Importance and functions of values:

Values are general principles to regulate our day-to-day behaviour. They not only
give direction to our behavior but are also ideals and objectives in
themselves. Values deal not so much with what is, but with what ought to
be; in other words, they express moral imperatives. They are the expression of
the ultimate ends, goals or purposes of social action. Our values are the basis of
our judgments about what is desirable, beautiful, proper, correct, important,
worthwhile and good as well as what is undesirable, ugly, incorrect, improper and
bad. Pioneer sociologist Durkheim emphasised the importance of values (though
he used the term ‘morals’) in controlling disruptive individual passions.

The main functions of values are as follows:

1. Values play an important role in the integration and fulfillment of man’s basic
impulses and desires in a stable and consistent manner appropriate for his living.

2. They are generic experiences in social action made up of both individual and
social responses and attitudes.

3. They build up societies, integrate social relations.

4. They mould the ideal dimensions of personality and range and depth of
culture.

5. They influence people’s behavior and serve as criteria for evaluating the
actions of others.

6. They have a great role to play in the conduct of social life.

7. They help in creating norms to guide day-to-day behavior.

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Objective of study

 To study the effect of attitude and job satisfaction in business organisation.

 To know the employee attitude towards the organization .
 To study the detailed analysis of employee welfare methods used.
 To recognised the needs of employees for providing job satisfaction
programme.
 To make suggestions to improve the attitude of the employees to the
management .

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RESEARCH AND METHODOLOGY

RESEARCH –

Research refers to a search for knowledge. It is a systematic method of

collecting and recording the facts in the form of numerical data relevant to the
formulated problem and arriving at certain conclusions over the problem based
on collected data.

Thus formulation of the problem is the first and fore most step in the research
process followed by the collection, recording, tabulation and analysis and
drawing the conclusions. The problem formulation starts with defining the
problem or number of problems in the functional area. To detect the functional
area and locate the exact problem is most important part of any research as the
whole research is based on the problem.

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DATA COLLECTION-

There are two types of data collection

1.PRIMARY DATA

2.SECONDARY DATA

Primary data is that which is collected by sociologists themselves during their

own research using research tools such as experiments, survey questionnaires,
interviews and observation.

Primary data can take a quantitative or statistical form, e.g. charts, graphs,
diagrams and tables. It is essential to interpret and evaluate this type of data with
care. In particular, look at how the data is organized in terms of scale. Is it
organized into percentages, hundreds, thousands, etc.? Is it a snapshot of a
particular year or is it focusing on trends across a number of years?

Primary data can also be qualitative, e.g. extracts from the conversations of those
being studied. Some researchers present their arguments virtually entirely in the
words of their subject matter. Consequently the data speaks for itself and readers
are encouraged to make their own judgements.

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Secondary Data

Secondary data refers to data that was collected by someone other than the user.
Common sources of secondary data for social science include censuses,
information collected by government departments, organizational records and
data that was originally collected for other research purposes. Primary data, by
contrast, are collected by the investigator conducting the research.

Secondary data analysis can save time that would otherwise be spent collecting
data and, particularly in the case of quantitative data, can provide larger and
higher-quality databases that would be unfeasible for any individual researcher to
collect on their own. In addition, analysts of social and economic change consider
secondary data essential, since it is impossible to conduct a new survey that can
adequately capture past change and/or developments. However, secondary data
analysis can be less useful in marketing research, as data may be outdated or in
accurate.

But in This Project I have taken Secondary Data

Data methodology

This project is based on a secondary data which includes websites, books,

magazines, reviews etc.

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LIMITATION OF THE PROJECT:

1. The data used in this project is secondary, so it may get differ.

2. Data is not sufficient.

3. It is not an exact data.

4. It can be explained further.

5. Time is less to do further study.

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SCOPE OF STUDY

This study emphasis in the following scope:

To identify the employees level of satisfaction upon that job.

This study is helpful to that organization for conducting further research.

It is helpful to identify the employer’s level of satisfaction onwards welfare

measure.

This study is helpful to the organization for identifying the area of

dissatisfaction of the employees and the growth, development of the employees.

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 CHAPTER-2

CASE STUDY

GOOGLE HISTORY

The began as a project helmed by Larry Page and Sergey Brin, two students in
Stanford University's Ph.D. program, is now one of the most influential
companies on the World Wide Web: Google. At first, the students' goal was to
make an that gave users relevant links in response to search requests. While that's
still Google's core purpose today, the company now provides services ranging
from e-mail and document storage to productivity software and mobile phone
operating systems. In less than a decade, Google evolved from a two-man
enterprise to a multibillion-dollar corporation.

Today, Google's popularity continues to grow. In 2007, the company surpassed

Microsoft as the most visited site on the Web [source: Kopy to off]. The
company's influence on the Web is undeniable. Practically every webmaster
wants his or her site listed high on Google's search engine results
pages (SERPs), because it almost always translates into more traffic on the
40
corresponding Web site. Google has also acquired other Internet companies,
ranging from blogging services to the video-sharing site YouTube. For a while,
the company's search technology even powered rival companies' search engines --
Yahoo! relied on Google searches for nearly four years until developing its own
search engine technologies in 2004 [sources: Google; Hu and Olsen].

Google's influence isn't limited to just the Web. In 2007, company executives
announced their intention to enter the FCC's auction of the wireless spectrum in
the 700 megahertz (MHz) band. That part of the wireless spectrum previously
belonged to analog television broadcasters. Google representatives said the
company entered the auction to foster competition within the wireless service
industry. Google supported an open technology approach to wireless service in
which consumers could use any device with any provider rather than face limited
choices determined by the provider and its preferred vendors. In order to
participate in the auction, Google had to prove it was ready to meet the reserve
price for the spectrum: $4.6 billion. Ultimately, Google didn't win the auction.
But the company still achieved its main goal -- Verizon, which won the bid, must
follow the open technology approach Google wanted.

In this article, we'll learn about the backbone of Google's business: its search
engine. We'll also look at the other services Google offers to both average users
and to commercial businesses. Then we'll take a quick peek at some of the tools
Google has developed over the years. We'll also learn more about the equipment
Google uses to keep its massive operation running. Finally, we'll take a closer
look at Google the company.

In the next section, we'll explore the Google search engine.

41
It’s pretty well documented that Google has a unique culture. It’s not the typical
corporate culture. In fact, just by looking at pictures inside the Google plex, you
can see that it looks more like an adult playground, not a place for work.

But Google’s success can be attributed to this culture. Google has people who’s
sole job is to keep employees happy and maintain productivity. It may sound too
controlling to some, but it’s how this world-changing organization operates.

But Google’s success can be attributed to this culture. Google has people who’s
sole job is to keep employees happy and maintain productivity. It may sound too
controllit’s pretty well documented that Google has a unique culture. It’s not the
typical corporate culture. In fact, just by looking at ping to some, but it’s how this
world-changing organization operates.

So can Google’s culture teach us anything?

Yes.

Google bases nearly everything off data, and while some of what’s below may
work best only for Google, there are surely other areas that can work for all
companies, regardless of size.

When learning about Google’s culture, one of the people you need to know of
is Laszlo Bock. He is the head of People Operations, known by many companies
as ‘Human Resources’. People operations are where science and human resources
intersect. And it’s what keeps Google a top performing company.

In this post we’ll examine how Google recruits, develops, and retains the
employees. Let’s get started.

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How Google Hires

Each year, Google gets over 2.5 million applicants. That’s equal to 6,849 per day
and about 5 per minute – and Google reviews each one. Don Dodge, a current
Google employee shows how through goggle is with each applicant. What’s not
important is the logistics of each hire, but why they hire this way and what we can
learn from it. Because it’s the people that make Google what they are today.

When you get interviewed at Google, you’ll receive questions like:

“How many golf balls can fit in a school bus?”

“There are 8 balls. Seven of them weigh the same, but one is heavier. Using a
balance scale, how do you find the heavier ball with just two weighings?”

“You are shrunk to the height of a nickel and your mass is proportionally reduced
so as to maintain your original density. You are then thrown into an empty glass
blender. The blades will start moving in 60 seconds. What do you do?”

Google says the answer isn’t as important as your thought process and how you
think under pressure. The worst possible answer would be a non-answer. Quickly
saying “I don’t know” won’t get you a job at Google.

43
These interview questions may seem unnecessary to some, but they are one
method Google uses to filter and find the smartest, most thoughtful candidates. If
you want to run an extraordinary company, you need to hire extraordinary people.
And to do that, you need to be very good at hiring and firing.

Update: Bock has announced that Google is no longer throwing brain teasers at
their interviewees, calling them “a complete waste of time” that only make the
interviewer feel smarter. Google now relies on more on “structured behavioral
interviews”. They ask the interviewee a question like “give me an example of a
time when you solved an analytically difficult problem.” The interviewer can then
see how the applicant interacted with a real world situation as well as find out
what the interviewee finds difficult. When looking for leaders, Google tries to hire
those who have a track record of consistency.

Other times, Google recruits employees by “acqui-hiring”. A few of the well-

known cases have been Milk (which got Kevin Rose), Meebo (which got Seth
Sternberg and others), and Slide (which got Max Levchin who has since
departed). Sometimes the best talent isn’t out there looking for a job; they’re
already locked up with other projects.

This is how Google hires people. Part of how it attracts, retains, and keeps
employees happy is by having a great culture with awesome perks. Let’s get into
that now.

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Perks:

First, let’s look at the perks of being a Google employee:

 Free breakfast, lunch, and dinner. The organic food is chef-prepared

 Free health and dental
 Free haircuts
 Free dry cleaning
 Subsidized massages
 Gyms and swimming pools
 Hybrid car subsidies
 Nap pods
 Video games, foosball, ping pong
 On-site physicians
 Death Benefits

Obviously, all these perks come at a cost for Google. But so does employee
dissatisfaction and high turnover. There is a lot of competition for talent in
Silicon Valley (and around the globe for that matter) and when you can retain
your employees, it means less time and money spent recruiting.

This culture has paid off for Google, as they consistently rank among the best
places to work. They’ve lost hundreds of employees to Facebook and many others
who have started VC firms or their own startups. It’s one of the consequences of
hiring smart, talented, and ambitious people. No matter how good the culture is,
many of them receive enticing offers from other places or wish to start their own
ventures.

45
A Culture Built on Qualitative and Quantitative Data

Human resources, or People Operations, is a science at Google. They’re always

testing to find ways to optimize their people, both in terms of happiness and
performance. In fact, almost everything Google does is based off data. So it
should come as no surprise that Google uses all sorts of data to gauge employees
and improve their productivity.

Let’s look into what Prasad Setty and his People Analytics team at Google have
discovered:

Lunch Lines: You know by now that Google offers free meals and snacks to all
of its employees. So what’s the optimal lunch line? At what point is it too long
where people waste time and too short where people don’t get to meet anyone
new? What’s the prime happy medium? According to Google it’s about three to
four minutes. Any longer and they may waste time, any shorter and they don’t get
to meet new people.

Lunch Tables: If you want employees to meet each other, make the tables long.
This will expose them to more people who they can get to know.Paid Time Off
for New Mothers: Google found that women were leaving the company at twice
the rate of everyone else. In particular, this occurred with new mothers. Google’s
maternity leave plan was 12 weeks paid time off. Laszlo Bock changed the plan
so new mothers could get 5 months paid time off with full pay and benefits. They
were allowed to split this time up however they want (i.e. taking a few days off
before expecting). The result after the change in policy?A 50% reduction in
attrition for new mothers.

46
A warm greeting for new employees: A warm greeting for a new employee
turns out to have a big impact. According to Bock, a manager greeting a new
employee with ‘Hi nice to meet you, you’re on my team, we’re gonna be working
together’ and doing “a few other things” leads to a 15% increase in productivity
over the following nine months. Who knew words could have such a lasting
impact?

Diner Booths vs. Conference Rooms: Laszlo and his team have found that diner
booths work better than conference rooms for facilitating creativity. David
Radcliffe, the man in charge of creating the perfect work environment, says that:

“Casual collisions are what we try and create in the work environment. You can’t
schedule innovation, you can’t schedule idea generation and so when we think
our facilities around the world we’re really looking for little opportunities for
engineers or for creative people to come together.”

Managers Do Make a Difference: If you haven’t already read the article from
New York Times on Google’s Quest to Build a Better Boss, you should. It busts
the myth that managers don’t make a difference. Here’s what they found:

47
Source: New York Times

48
Deep Technical Knowledge Doesn’t Make the Best Managers:

Just because an engineer is ten times more productive doesn’t mean they’ll be the
best manager, according to Google. While having deep technical knowledge is
important, it ranks as the least important of the 8.

Google Culture Under Larry Page

On April 4, 2011 Larry Page officially became the CEO of Google, replacing Eric
Schmidt. Google had a few issues facing them at the time of the CEO transition,
including:

 Too many products. They had around 50 they were offering, many of which
weren’t well maintained.
 No focus on design – in many cases products hadn’t changed in years
 Too much bureaucracy. This led many employees to leave for Facebook, where
they could ship code early and often.
What’s changes have there been since Page became the leader?

 More wood behind fewer arrows. In other words, more focus on fewer projects.
Many experiments were shut down (i.e. Google Labs died).
 There’s a renewed and intense focus on making products beautiful.

49
 When Page took over as CEO, he said that the biggest threat facing Google
was Google itself. He says that as companies get bigger, it tends to take longer
to make decisions. Things have undoubtedly changed now.
They’ve also experimented in some interesting areas, such as self-driving cars,
the Google “x phone”, Project Glass (which is now Google Glass), and likely
a few others that are still kept secret. Check out this Fast Company article if
you’re interested in learning more about Google X.

Page has said that it’s in Google’s DNA to experiment, and that only making a
few products like Apple is “unsatisfying”. He says:

“You know, we always have these debates: We have all this money, we have all
these people, why aren’t we doing more stuff? You may say that Apple only does
a very, very small number of things, and that’s working pretty well for them. But I
find that unsatisfying. I feel like there are all these opportunities in the world to
use technology to make people’s lives better. At Google we’re attacking maybe
0.1 percent of that space. And all the tech companies combined are only at like 1
percent. That means there’s 99 percent virgin territory. Investors always worry,
“Oh, you guys are going to spend too much money on these crazy things.” But
those are now the things they’re most excited about—YouTube, Chrome, Android.
If you’re not doing some things that are crazy, then you’re doing the wrong
things.”

Update: On August 10, 2015 Larry Page stepped down as CEO of

Google. SundarPichai was appointed to replace Page, while Page became CEO of
the newly-formed Alphabet, Inc, Google’s parent company.

If businesses want to attract top tiered talent that isn’t consumed by making
money, they’ll need to focus on making a great working culture. This includes the
work atmosphere, to the work done, to employee freedom.

50
And Google doesn’t view their culture as a “set it and forget it” program. They’re
actively changing and maintaining it, because it’s crucial to their success. With
any business, it all starts with people. And if you want to run great business, you
need great people. One way to get them there and keep them is by making their
work fun. As Mark Twain said:

anyone looking for the best place to work in America just has to Google it.
The internet search giant has been rated the top company for employee
satisfaction by job research site Glassdoor.com.
Boston consulting firm Bain & Company, pet food company Nestle Purina,
Seattle networking firm F5 Networks and Boston Consulting Group were also
singled out as the top large employers for 2015.
Financial services company Motley Fool, software firm Fast Enterprises,
healthcare firm Evolent Health, business financial services company Intacct
Corporation and video ad firm Tube Mogul were rated as the top five small
businesses.

Google it: The search giant has been rated the top employer in America by users
of job search site Glassdoor.com
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

Free food: The cafes at Google officers are world-renowned for offering gourmet
food - breakfast, lunch and dinner - for free to all employees

The thousands of employee gets free gyms and yoga facilities and other health
fitness benefits also provided by the goggle to their employees.
Google employees anonymous reviews by employees on Glass door, which
advertises job postings and also advises prospective employees on office culture.

52
CHAPTER-3

CONCLUSION

 The way google treats his employees and iterns as well as perks and
benefit afforded to each shows that goggle has made it a priority to
promote a positive organization climate. The positive organization
climate created by goggle has lead to positive organization behavior by
its employees; which is why the company has been number one for
seven out of last ten years. Further proving that organization climate is
a significant contributing factors for the overall success of the
business.
 From the analysis it is concluded that very large number of employees
are satisfied with the payment as per the in roles and responsibility and
remaining all are satisfied with the payment according to their role sand
responsibilities. Hence from this analysis it can be cleared that payment
according to roles and responsibilities are much satisfied.
 Only few number of the employees is not satisfied with the
opportunities of promotions given by organization . It shows that the
employees have so many growth of opportunities. Analysis shows that
the payment of salary is made always on time.
 From the analysis and interpretation it is clear that very large numbers
of the respondents are satisfied with the quality of training and
induction program and in house training held by the management. And
few are not satisfied with the quality of in house training. But the
period of training is not satisfactory to the employees.

53
 From the analysis it is clear that HR division is most satisfactory to all
employees only few are not satisfied with the HR division in the
company.
 In case of performance appraisal system and the office events and
parties organized by the organization near about all the employees are
satisfied . The birthday so fall the employees are remembered and
celebrated in the organization.
 It is concluded that the employees are not much satisfied with the
forum for face-to-face communication. From the analysis it is clear that
half of the employees are satisfied and other half are not satisfied with
the encouragement given to the suggestions of the employees .but
only few thinks that there is positive acceptance of the suggestions
given by the employees. From the analysis it is clear that management
is able that they will promise to fulfill all the needs and wants of the
employees but not fufill the organizational needs so in short i conclude
that employees satisfaction is very important but after achieving the
organization objectives.

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 SUGGESTIONS

The suggestions are drawn from the analysis and observations. Few suggestions
are given as under:

In case of working hours decided by the organization are not convenient for
the employees.The working hours are 6hours per day that from 8.30AM to 5
PM. These hours should minimize up to 5hours.

The criteria for Job security is much satisfactory so management need to

concentrate on job security of employees so that they can work without fear of
job loss in the organization.

Opportunities of growth of employees are very high so that there can be

employee turnover hence management has to give emphasis on increasing the
promotion opportunities for according to the performance of employees.

From analysis we concluded that the period of in house training is as for the
employees need that is of 30 days, which is sufficient to get complete
knowledge about the work .Hence the training period should extend up to 5 days.

As there is an active participation of employees in decision making but rarely

the suggestions given by the are drawn in action. Hence the confidence of
employees gets demotivated. So to motivate the employees management take
consideration.

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BIBLIOGRAPHY

Books: -

1. Hitt, Miller, Colella,“Organizational Behavior A Strategic Approach”,Wiley

Student‟s
2. Luthans, Fred, “ Organizational Behavior”, Tata McGraw Hill, New
3. Newstrom John W.,Davis Keith,“Organizational Behavior Human Resource at
Work”.
4. Ankur Chabra. “Attitude and Job Satisfaction”, Sun India Publications.

Websites:-
www.hrcouncil.com
www.workforce.com

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