Summer TRAINING Project report on

“A STUDY ON IMPACT OF PROMOTIONAL ACTIVITIES IN GROWTH ”

AT

SUBMITTED IN PARTIAL FULFILLMENT REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION

SESSION 2019-2021

United Institute Of Management

SUBMITTED TO :- SUBMITTED BY :-
MR. PRIYATOSH MISHRA PRASHANT PANDEY
(ASSISTANT PROFESSOR) MBA 3rd SEM
1900110700131

1
 Summer Training Project Report – 2020

rd
This is to certify that Mr. Prashant Pandey, Roll No: 1900110700131, student of MBA 3 Semester of
our institute has undergone Summer Training for the duration 45 days during 15 July to 30 Aug 2020
as per details mentioned below:-

• Organization: ARCUS MULTI SERVICES PVT. LTD

• Project/Title : “A STUDY ON IMPACT OF PROMOTIONAL ACTIVITIES IN GROWTH”

He / she has carried out the training under my supervision and has completed the same
in conformance with / partial fulfilment of the provisions of AKTU, Lucknow.

The work is original and has not been submitted anywhere else in any manner.

Signature……………………………………
Name - Mr/Ms/Dr…………………………….
Project guide
Department of Business Administration
Date…………………………………………..

Counter signed
Signature…………………

(Prof K K Malviya)

Principal

Date…………..……..……

2
 CERTIFICATE BY THE ORGANISATION (ARCUS)

To Whomsoever It May Concern

This is to certify that Mr. Prashant Pandey (United institute of management,

th th
prayagraj) has successfully completed his 45 days (15 July 2020 to 30
August 2020) Internship Program with ARCUS.

During the internship Prashant Pandey has closely worked as a part of the
Marketing Team. He made Valuable Contribution to key Program at Global
Arcus. His Contribution to Marketing Analysis, Data sampling, Client
Coordination and Presenting Company Profile to the Client was satisfactory.

We wish Prashant pandey good luck for all future endeavors and look forward to working
with him again in future.

WARM REGARDS

Authorized Signatory

A303, SOLITARIAN CITY CENTER, KNOWLADGE PARK III, GREATER NOIDA, UP.

HR@GLOBALARCUS.COM WWW.GLOBALARCUS.COM

3
 ACKNOWLEDGEMENT

I, Prashant Pandey, sincerely thankful to all those who have been giving me any kind
assistance in the making of this project report.

I express my gratitude to MR. PRIYATOSH MISHRA, who has through his vast experience
and knowledge has been able to guide me, both ably successfully towards the completion of
the project. I express my gratitude to UNITED INSTITUTE OF MANAGEMENT.

I would here by make most of the opportunities why expressing my thanks to all my faculties
who teaching gave me conceptual understanding and clarity of comprehension which
ultimately made my internship more easy. Credit also goes to my all friends who`s
encouragement capt me in good stead. Their continuous support has given me strength in
confidence to complete the project without difficulties.

Last but not the least, i would like acknowledge my gratitude to the responded without home
this survey would have been incomplete i am also thankful to authority of GLOBAL ARCUS
for providing me the information.

4
 PREFACE

With the growth of FDI in India in each passing year there is need for well educated and

experienced person have grown especially to work in different industries. Due to this need

come to know that MNCs are working in the favour of India? Are they able to fulfil the

requirement of customers or consumers? Consumer perception is very important in present

day. Now day India is most favourite market for every nation. That`s why new MNCs want

to open their company in India.

Considering this aspect and as a resident of ALLAHABAD, I choose ARCUS MULTI

SERVICES PVT. LTD. For promoting by using various promotional tools. ARCUS is
a consultancy company which provides their services like strategic management, hr
consultancy visa assistance etc.

I choose ARCUS MULTI SERVICES PVT. LTD. As i knew it will prove to be a good
learning experience for me this company helps me to enhance certain qualities which are
absolutely necessary to succeed in the field of consultancy such as discipline , team
work, hard work mutual trust and as well as continuous innovation.

From Allahabad city heavily promoting MNCs in Uttar Pradesh among with the nation as

5
well as international tourism, foreign study, foreign placement, pre-school. I carefully studied

the main attractions and package offered by ARCUS MULTI SERVICES PVT. LTD.

Therefore, consumer perception plays an important part in growth of students as well as

tourism professionals as it provides exposure by office work and industry operation and

helps to survive in the ever competitive tourism industry.

The students who want to get admission in foreign college ARCUS helps them by
providing them a best college in the foreign with their free counselling.

The person who wants to get job in foreign countries ARCUS provide them job in that
specific country.

ARCUS also deals in pre-school in his specific vertical.

6
 DECLARATION

“I hereby declare that the project work Entitled “IMPACT OF

PROMOTIONAL ACTIVITIES IN GROWTH OF ARCUS” is an
authentic record of my own carried out at ARCUS MULTI
SERVICES PRIVATE LIMITED under the guidance of MR.
PRIYATOSH MISHRA as requirement of project.

________________ _________________

Date of Submission Signature of Student

Place:

7
 INDEX

S.NO. TOPIC PAGE NO

1 Objective of the study 10-11

2 Executive summary 12-13

3 Company profile 14-18

4 Role of promotion 19-38

5 Impact of promotion 39-44

6 Research methodology 71-72

7 Research methodology 73-74

8 Research design 74-75

9 Types of research design 75

10 Topic of sample 76

11 Sampling process 76

12 Sampling frame 77

13 Techniques used in research 78-79

14 Data analysis interpretation 80-90

15 Finding of the research 91-92

16 Limitation 93-94

17 Suggestion 95-96

18 Conclusion 97-98

20 Annexure 101-107

8
 CHAPTER-1
OBJECTIVE OF THE STUDY

9
OBJECTIVE OF THE STUDY

1. To find out the various promotional tools used by ARCUS company in the market
of Allahabad.

2. To evaluate the effectiveness of promotional activities of ARCUS.

3. To find out various issued faced by ARCUS in promotion of their services.

4. To formulate the best promotional policies for ARCUS company.

10
 CHAPTER-2
REVIEW OF LITERATURE

11
 REVIEW OF LITERATURE

Different authors give various definitions of job satisfaction. Some of them are taken from

book of D.M. Pestonjee ³Motivation and Job Satisfaction´ which are given below:

Job satisfaction is defined as a pleasurable, emotional, state resulting from appraisal of ones

Job. An effective reaction to ones job.

Weiss

Job satisfaction is general attitude, which is the result of many specific attitudes in three

Areas namely: Specific job factors Individual characteristics Group relationship outside the
job

Blum and Naylor

Job satisfaction is defined, as it is result of various attitudes the person hold towards

the job,towards the related factors and towards the life in general.

Glimmer

Job satisfaction is defined as ³any contribution, psychological, physical, and

Environmental circumstances that cause a person truthfully say, µI am satisfied with my

Job .Job satisfaction is defined, as employees judgment of how well his job on a whole is

Satisfying various needs

Mr. Smith

Job satisfaction is defined as a pleasurable or positive state of mind resulting from appraisal

of ones job or job experiences.

12
 CHAPTER-3
PROFILE OF THE COMPANY

13
COMPANY PROFILE
ARCUSMULTI SERVICES
Slogan - Consider it Done!

• MISSION:-
• Our mission is to help our clients make distinctive, lasting, and substantial
improvements in their performance.
• To build a great firm that attracts, develops, excites, and retains exceptional
people.
• We believe we will be successful if our clients are successful.
• We are a values-driven organisation.
• Our values lies in being TRANSPARENT and ETHICAL.

VISSION:-

To establish as a reputed firm in India & abroad

14
 ABOUT COMPANY

It is STRATEGIC MANAGEMENT CONSULTING company, based in USA, running from

California since 2003 by the name of ARCUS LENDING. It is amongst top 50 Mortgage

Company of USA. It had launched its operation in India and Singapore with the name of

ARCUS Multi Services Pvt. Ltd. from 1st April 2015.

ARCUS head office is in CALIFORNIA,USA

running with the name ARCUS LENDING

ARCUS multi service pvt ltd is registered

under the Ministry of Corporate Affairs

It also have a Branch in Singapore

Indian corporate office is located in Delhi

It is also ISO9001:2008 certified company

15
ARCUS registered under GS1
which having global presence
with GLN number

It is registered under Ministry of

Labor under Delhi Government

It is also Registered under MSME

ARCUS is also a member of Indian

Brand Equity Federation

ARCUS is a member of Service

Promotion Council of India

ARCUS is registered under

Directorate General of Foreign
Trade so that ARCUS can do the
Import and Export

16
 ‘Flying kids’ the
ARCUS is a member Brand ARCUS is ARCUS is also a ARCUS is approved chain of pre-school
of Federation of registered under member of Science by Foreign from ARCUS is
Indian Export Intellectual and Engineering Regulation registered under
Organization Property of India Research Board Contribution Act Intellectual
Property.

17
PRODUCTS /SERVICES OFFERED BY
THE COMPANY

STRATEGIC MANAGEMENT

• It involves the formulation and implementation of the major goals

and initiatives taken
• By a company's top management on behalf of owners, based on
consideration of
• Resources and an assessment of the internal and external environments
in which the
• Organization competes.

Under this vertical ARCUS offers the following services:

STRATEGIC VISIONING AND PLANNING

Strategic Management Consulting provides Strategic Planning that begins with

identifying the Vision of what a client or a group wants the quality of life in their area

or field to be like in the future.

18
IMPLEMENTATION TOOLS

Strategic Management Consulting provides Implementation tools to ensure the plan

is carried out. After a planning process is complete, that is not the end of planning,

nor the end of being strategic.

ORGANIZATIONAL STRENGTHENING AND DEVELOPMENT

Strategic Management Consulting provides Organizational Strengthening

and Development for traditional groups and those that don’t fit the typical

molds. Organizational strengthening is a process by which groups’ fine tune.

MEETING AND RETREAT FACILITATION

Strategic Management Consulting provides Meeting and Retreat Facilitation that is

carried out with the bigger picture in mind and ensures results.

PROCESS DEVELOPMENT AND EXECUTION

Strategic Management Consulting provides Process development and execution of

that process to get things done.

19
MEDIA RELATIONS PLANNING

Strategic Management Consulting provides Media Relations Planning and Strategy

that enable groups to craft an effective message and spread that message throughout
their.

market in a strategic way.

20
FOREIGN STUDIES
Services provided under this vertical are:

FREE COUNSELING:

Arcus have trained and expert counselors, who provide help to identify the
professional goals, enabling the student to take a wiser academic decision, and gives Personal

Guidance to choose courses that perfectly, fit students’ Career or Personal Goals.

UNIVERSITY SELECTION:

Our counselor’s helps you to select the right university across the world according to

the need and requirement of the student. We evaluate your academic documents to

make sure it is as per the norms specified by the University where you have applied.

DOCUMENTATION ASSISTANCE:

Verification:Arcus verifies original financial documents of the students on

universities behalf as well as student’s original academic documents both at the time of
applying and before visa application.

PASSPORT ASSISTANCE:

ARCUS provides the complete assistance in applying for the passport. It provides

with the Admission Letter which helps the student in securing the passport on Tatkal Basis.

VALUE ADDED SERVICES:

ARCUS offers a range of Value Added Services in order to enhance the journey of its

clients and foster convenience at the doorstep of its students. From pre-departure

briefings to tiresome accommodation hunting, Arcus is dedicated to providing the best

21
 overall experience and ease the often time consuming procedures associated with

preparing for studies.

PRE-DEPARTURE BRIEFING:

ARCUS pre-departure briefing captures a multitude of subjects to be mindful of for a

student, to smoothen the adaptation and adjustment period for life at an overseas

university. One of the core objectives of the pre-departure briefing is to provide

critical information to process and note carefully in order to deter any untoward
issues,

especially in the social sense, from occurring and to be aware of what to expect.

ACCOMMODATION:

ARCUS have an extensive network that must be utilized fully to get the best out of
one’s engagement period with their staff. Their staff provides information about student

accommodation, both on campus and private, and can facilitate contact with the desired

vendors. Across the globe, ARCUS have a range of partners providing excellent housing
facilities and services to take care of student needs.

TRAVEL AND MEDICAL ASSISTANCE:

ARCUS’ consolidated relationship with both public and a range of private health
service providers allows it to do all the detailed work for their students, hassle free.

FOREIGN EXCHANGE:

ARCUS also provide Foreign Exchange solutions through its network base that offers
the most competitive exchange rates.

22
TELECOM SERVICES:

Conscious of a student’s limited budget, ARCUS offers solutions that are both
affordable and efficient for arrival and post-arrival. Its partners provide SIM cards for all
countries, ensuring students are instantly connected with their family and friends once
abroad.

POST DEPARTURE SERVICES:

• Providing assistance in obtaining the Certificate of Equivalence from the Ministry of
Education of the Destination Country.

• Coordination with university authorities in monitoring students’ academic progress

and behaviour.

• Providing information and consultation in obtaining a visa for students’ parents to

visit their children.

23
FOREIGN PLACEMENTS
Service provided under this vertical are:

OVERSEAS HR CONSULTANCY

ARCUS Multi Services Pvt. Ltd. is a premier Human Resource Consultancy for
overseas clients with expertise in providing the platform for meeting the demands of
overseas HR consultancy support. With the combination of a well-designed and
programmed approach our team of qualified professionals is engaged in offering
complete Human Resource support aiming at best services in industry.

ARCUS offers a wide range of recruitment solutions for various overseas Industries.

Being a global organization, we have placed job seekers in Australia, Germany,

Middle East, Mauritius, New Zealand, Malaysia, Russia, and Singapore.

INTERNATIONAL RECRUITMENT:

Working with ARCUS for a candidate’s global recruitment needs, he gain consistent
quality control over his recruitment process. ARCUS’s global talent solutions specialists
are able to source candidates more efficiently because of their deep knowledge of the
market ,local cultural variations and all applicable employment laws and regulations.

In case ARCUS is entrusted with selection & testing of prospective employee, it conducts
the procedure through taking support of panel of experts for technical & professional
categories. This procedure is followed under direct supervision of its professional
executives.

IMMIGRATION SERVICES:
• After final selection, ARCUS send workers/ candidates for medical checkups to
authorized medical center of the respective Embassies of country of employment.

• They obtain emigration clearance from concerned department for candidates.

24
AIR TICKETING:

Backed by well-developed networking and suitable tie ups, we hold expertise in

arranging for to and fro air tickets.

VISA SERVICES:

ARCUS holds expertise in arranging and handling on behalf of the candidate’s

visa.

Having complete understanding of the intricacies involved in international

recruitment procedure, co. is specialized in providing fast as well as dependable visa
assistance services.

MEDICAL ASSISTANCE:

Complying with the immigration norms as well as regulations of several corporate,

ARCUS ensures that the candidate is physically fit for the job. For this, they get the

medical check-up done at their end and ask the candidate to undertake the relevant
tests.

INTERNATIONAL DRIVING PERMIT is also provided which is for 1 year or till the
st
validity of driving license whichever occurs 1 .

INTERNATIONAL FUNDING

ARCUS also provides funds for converting a unique/creative business idea into an
operational

business with a tagline-

“Nobody Knows The Future, One Can Only Create The Future”

25
Terms and conditions on which funds are provided are very easy; the only requirement is the
Global reach of business.

INTERNATIONAL TRADE (Expanding Internationally)

Indian companies can straightaway invest abroad by contributing to the capital or

subscription to the Memorandum of Association (MOA) of a foreign organization,

indicating a long term interest in the overseas entity. It involves establishing a Joint

Venture (JV) or a Wholly Owned Subsidiary (WOS) abroad. RBI is the statutory

body that regulates and processes all the applications for approval for setting up a

JV/WOS abroad.

As ARCUS have first-hand experience in opening branches in foreign countries

and having their own team in that country they can provide assistance.

26
INTERNATIONAL PRE SCHOOL- FLYING KIDS

Our purpose at Flying Kids is to turn minors into windows. Children learn best when all
experiences are presented in the spirit of play. In the playschool setting children are nurtured
with an environment that fosters love of discovery and exploration. Flying Kids is a unique
collaboration of International and Indian culture under one roof. We accept children with
reverence, educate them with love and send them further in freedom.

TOGETHER TOWARDS SUCCESS

We provide a safe ,secure and welcoming environment to your ward in order to enable them
to explore and understand the world. Children learn through their active engagement with a
range of materials that offer multiple opportunities.
In playgroup we basically focus on learning through playing games and co curricular
activities .
which includes: Exploring colors , shapes, listening stories, language and communication,
understanding the world and many more. In our Nursery program we focus on Individual and
group learning experiences that are intentionally planned to promote social interactions
through shared learning spaces and resources. Activities included are: Dance classes, music
lessons, numeric & alphabet identification sessions, swimming classes, writing classes, basic
mathematics classes.

FLYING KIDS OFFERS PROGRAMS FOR KIDS LIKE

PLAYGROUP

Age of admission : 18-30 months

n our playgroup program we provide opportunities for children of all abilities to develop to
their fullest potential in a fun, safe & secure environment Services provided by Flying Kids:

27
VOICE IDENTIFICATION

Children notice that words are all around and while listening to them they start to match the
letters and voice related to these letters.

EXPLORE COLORS

The kids are introduced with the amazing colors of our world during various activities and
in no time they learn to name colors and to associate them with different objects like fruits
and animals.

RECITE RHYMES

While the kids are still comprehending letters, words and voices, they are taught to play with
language by reproducing the poems read out to them. Often this silly rhyming is a fun
process, but an important step in learning to speak sensible sentences

28
EXPLORE SHAPES

Wouldn’t it be just wonderful if learning shapes was equally enjoyable for kids? It is here,
when they are taught to recognize shapes using real life objects and things they see day to
day, instead of overloading them with too many audio and visual stimuli.

STORY TIME

In classrooms, teachers read aloud a variety of stories, poem and non fiction books, which
help kids develop the habit of listening and also get an insight about the flow of activities in
stories.

LITTLE CONVERSATION

In classrooms, teachers read aloud a variety of stories, poem and non fiction books, which
help kids develop the habit of listening and also get an insight about the flow of activities in
stories

NURSERY
Age of admission : 30-42 months.

In our nursery program kids enjoy a greater level of independence . They start to know and
understand the environment and people around them. Services provided by Flying Kids:

DANCE CLASSES

29
 The ability to start dancing develops in children before they can
even form words! Through learning choreography and dance routines, children develop
balance, rhythm, pattern and coordination. Also children develop their self-confidence &
team work .

SPLASH POOL TIME

Splashing in a pool or bath is not only fun, but it also helps in

kid’s development. It is a great way to keep him active and to stay healthy. Splashing around
makes the kid more coordinated and body-confident.

NUMERAL IDENTIFICATION

30
 Counting cubes, number rods, and other calculative materials
help children work with a larger set of numbers. They also begin to use physical materials to
solve simple additions.

ALPHABET IDENTIFICATION

Associating alphabets with various day to day utility things

help the kids learn to recognize alphabets viz a viz objects starting with those letters.

INDOOR GAMES

Dozens of fun games and activities designed to foster quick

learning development of children and to keep them involved amongst the fellow classmates

31
 INTERNATIONAL TOURS AND TRAVELS

Services offered under this vertical

Passport Assistance

• We provide Passport assistance to Indian emigrants for travelling to foreign nations.

Visa Assistance
We hold expertise in arranging and handling on behalf of the tourist visa. Having complete
understanding of the intricacies involved in international recruitment procedure, we
specialize in providing fast as well as dependable visa assistance services. The experience
gained by us while processing travel documents allows us to guarantee that visa process is
handled quickly , accurately and professionally. The international visa services are applicable
to the following areas:

• Tourist visa

• Visit Visa

32
Pre Departure Briefing

Arcus pre-departure briefing captures a multitude of subjects to be mindful for a tourist, to

smoothen the adaptation and adjustment period for life at an overseas country. One of the

core objectives of the pre-departure briefing is to provide critical information to process and

note carefully in order to deter any untoward issues, especially in the social sense, from

occurring and to be aware of what to expect.

Accommodation
Finding a home to live in is certainly not an easy task. Therefore, there is no need to go
anywhere else but capitalize onour strong network and reach to find you the best
accommodation facilities within the outlined budget. Arcus have an extensive network
that must be utilized fully to get the best out of one’s engagement period with our touris

Medical Assistance

Complying with the immigration norms as well as regulations of several corporate, we ensure
that the tourist is physically fit for the travelling. For this , we get the medical check up done
at our end and ask the tourist to undertake the relevant tests. A thorough check up at our end
saves significant time and unnecessary complications in foreign land. The finally selected
tourist are sent for medical examination only to the appointed/authorized Medical Centers.

33
 International Sim Card

Cheap and efficient communication is a central element of the global economy today

connecting people and enhancing relationships from one end of the globe to another.

Conscious of a Tourist limited budget, we offer solutions that are both affordable and

efficient both for arrival and post-arrival. Our partners provide SIM cards for all countries,

ensuring you are instantly connected with your family and friends once abroad.

Post Departure Services

• Escorting the tourist from Airport to the hotel.

• Assist you in your hotel registration and allotting you the hotel room.

• Assist you in getting local SIM Card in that country.

• Assistance in medical insurance.

• Assist you in your medical check-up in country at the time of arrival.

• Apostille :

Ministry of External Affairs, New Delhi, manages the administrative function of the

Attestation process.

All prospective applicants are requested to go through the guidelines for attestation/apostille,

requisite documents required for attestation of documents from MEA and the service charges

for attestation/apostille services prior to preparing the application for submission.Applicants

are solely responsible for the applications they submit. Any false documentation or

misrepresentation of facts and information in support of their application will have a direct

bearing on the decision with regard to their application by the Ministry of External Affairs,

34
 New Delhi

International Driving Permit

PROCEDURE FOR OBTAINING INTERNATIONAL DRIVING PERMIT

1. Application Form CMV 4-A available in the office/download from website.

2. IDP Fee of Rs. 500/- (to be payable at Cash Counter)

3. Original Valid Driving License Passport Visa Air Ticket ( with one set xerox copies)

4. Medical Certificate in form CMV 1 & CMV 1A shall be enclosed along with the application.

5. Three Recent passport size photographs.

6. Candidate shall appear in person.

7. The applicant should be citizen of India.

8. Applicant shall appear for re-test if the Driving License issued is within three months.

9. The address in the Driving license should fall under the jurisdiction of the Regional

Transport 10.Office to where the application for IDP is being managed.

LASTLY THE RECENTLY ADDED VERTICAL OF ARCUS MULTI SERVICES IS

MEDICAL TOURISM

Medical tourism vertical of ARCUS is being taken care by OBLIGO MEDIVOYAGE. This Is
the company who primarily focuses on the medical sector only. Some of the services Provided
by this vertical or we can say that by OBLIGO MEDIVOYAGE are as follows:

Pre Arrival Services

1. Scheduling of medical appointments

2. Cost estimates for anticipated treatments

3. Medical Visa assistance

35
4. Booking of hotels/services apartments

5. Flight arrangements & extension

6. Remote consultation/ conference calls with doctors

Upon Arrival Services

1. Airport transfer services

2. Providing language translators

3. Special dietary needs/religious arrangements

4. Foreign Exchange, free SIM card and free internet facility

5. Pre and Post operation formalities

6. Preferential and Personalized treatment facility

7. Updates for relatives back at home

8. Leisure trip/Rejuvenation

Post Return Services

1. Follow up for recovery

Coordination between treating doctor in destination country and patient at home country

36
 S.W.O.T. ANALYSIS OF ARCUS MULTI SERVICES

STRENGTHS:
*Financially strong company.
*Global outreached company.
*Expertise in operating internationally.
*Unique concepts.
WEAKNESS:
*Lack of specialised team.
*Lack of experience in school
business. *Presence of experienced
players having expertise in their field.

S.W.O.T.
ANALYSIS

OPPORTUNITIES: THREATS:
*Expantion of preschool business to *High competition.
primary and secondary education. *Saturated company.
*Less chances of incorporating
*Branches in rural areas. unique concepts.
*Be a supporter of digital India.

37
S.W.O.T. ANALYSIS:

INTRODUCTION:SWOTanalysis is acronym for strengths, weaknesses, opportunities,

and threats—and is a structured planning method that evaluates those four elements of a

project or business venture. A SWOT analysis can be carried out for a company, product,

place, industry, or person. It involves specifying the objective of the business venture or

Project and identifying the internal and external factors those are favourable and

unfavourable to achieve that objective.

38
STRENGTHS:

Characteristics of the business or project that give it an advantage over others:

Following are the strengths of ARCUS:

• ARCUS is financially a strong company as all its expenses are covered from its parent

company ARCUS lending which is amongst the top 50 lending (mortgage) companies

in USA.

• It is a global outreached company as ARCUS has spread its branches in many foreign

countries.

• ARCUS has an expertise in operating internationally a sit already doing exceptionally

well in USA.

• There are many unique concepts with ARCUS which if executed can create wonders.

39
WEAKNESSES:

Characteristics that place the business or project at a disadvantage relative to others:

• Lack of specialized team. There is no dedicated team in company which can look

after all the verticals individually. Every vertical has its own importance and has

a wide coverage which demands specific and continuous follow up.

• Lack of experience in school business. Talking about the preschool vertical, company

has no prior experience in setting up a school business be it be primary or secondary

or preschool education. Thus it may get very difficult for the company to compete

with such big brands that have already captured the market.

• Presence of experienced player shaving expertise in their field will not let ARCUS

achieve its goals easily.

40
OPPORTUNITIES:

Elements that the business or project could exploit to its advantage:

• Expansion of preschool business to primary and secondary education. ARCUS should

think of expanding its area of operation from preschools to providing formal

education as well. This will help to generate higher revenue and loyalty of its

customers for a long run.

• Branches in rural areas. ARCUS should also plan to open few of its branches in rural

areas as well this will help generate goodwill for the entire company and may help in

creating a brand value/ popularity for the organization.

• Be a supporter of digital India. Since ARCUS- Flying Kids focus on making kids

technologically sound thus it can be a part of digital India campaign which will again

prove to be beneficial for the firm to build goodwill.

41
THREATS:

Elements in the environment that could cause trouble for the business or project:

• High competition. There exists high competition in the market. Being a new company

it may get difficult for ARCUS to sustain this level of competition and create a place

for itself.

• Saturated company. ARCUS is focusing on the development of 6 new businesses.

Thus it is over occupied and other companies have an upper hand as they are

specialized in their area and are well established.

• Less chances of incorporating unique concepts. As efforts are not directed to the

implementation part of those concepts.

42
 CHAPTER-4
TOPIC OF THE RESEARCH

43
 IMPACT OF PROMOTIONAL ACTIVITIES IN GROWTH AT ARCUS

Job satisfaction or employee satisfaction has been defined in many different ways. Some
believe it is simply how content an individual is with his or her job, in other words, whether
or not they like the job or individual aspects or facets of jobs, such as nature of work or
supervision. Others believe it is not as simplistic as this definition suggests and instead that
multidimensional psychological responses to one's job are involved. Researchers have also
noted that job satisfaction measures vary in the extent to which they measure feelings about
the job (affective job satisfaction). or cognitions about the job (cognitive job satisfaction).

DEFINITION
The concept of job satisfaction has been developed in many ways by many different

researchers and practitioners. One of the most widely used definitions in organizational

research is that of Locke (1976), who defines job satisfaction as "a pleasurable or positive

emotional state resulting from the appraisal of one's job or job experiences"

(p. 1304). Others have defined it as simply how content an individual is with his or her

job; whether he or she likes the job or not. It is assessed at both the global level (whether or

not the individual is satisfied with the job overall), or at the facet level (whether or not the

individual is satisfied with different aspects of the job). Spector (1997) lists 14 common

facets: Appreciation, Communication, Co-workers, Fringe benefits, Job conditions, Nature of

the work, Organization, Personal growth, Policies and procedures, Promotion opportunities,
Recognition, Security, and Supervision.

A more recent definition of the concept of job satisfaction is from Hulin and Judge (2003),

who have noted that job satisfaction includes multidimensional psychological responses to an

individual's job, and that these personal responses have cognitive (evaluative), affective

44
(or emotional), and behavioural components.

Job satisfaction can also be seen within the broader context of the range of issues which

affect an individual's experience of work, or their quality of working life. Job satisfaction

can be understood in terms of its relationships with other key factors, such as general well-

being, stress at work, control at work, home-work interface, and working conditions.

A study title "Analysis of Factors Affecting Job Satisfaction of the Employees in Public and

Private Sector", in India concluded that in India Employees tend to love their job if they get

what they believe is an important attribute of a good job. Weight age factor of each such

attribute based on exhaustive survey has been calculated. Region, sector and gender wise

study of job satisfaction has provided consistent picture with respect to distribution of data

set analyzed showed that most of the employees in Indian industry are not satisfied with their

job except for a few like male in commerce sector and female in education sector. Total

job satisfaction level of males is found to be higher than that of woman. Total job

satisfaction level in manufacturing sector is found to be very low.

History

The assessment of job satisfaction through employee anonymous surveys became

.
commonplace in the 1930 Although prior to that time there was the beginning of interest
[11]
in employee attitudes, there were only a handful of studies published. Latham and

Budworthnote that Uhrbrock in 1934 was one of the first psychologists to use the newly
developed attitude measurement techniques to assess factory worker attitudes.

45
 Models Of Job Satisfaction

Affect theory

Edwin A. Locke’s Range of Affect Theory (1976) is arguably the most famous job

satisfaction model. The main premise of this theory is that satisfaction is determined by a

discrepancy between what one wants in a job and what one has in a job. Further, the theory

states that how much one values a given facet of work (e.g. the degree of autonomy in a

position) moderates how satisfied/dissatisfied one becomes when expectations are/aren’t met.

When a person values a particular facet of a job, his satisfaction is more greatly impacted

both positively (when expectations are met) and negatively (when expectations are not met),

compared to one who doesn’t value that facet. To illustrate, if Employee. A autonomy in the

workplace and Employee B is indifferent about autonomy, then Employee A would be more

satisfied in a position that offers a high degree of autonomy and less satisfied in a position

with little or no autonomy compared to Employee B. This theory also states that too much of

a particular facet will produce stronger feelings of dissatisfaction the more a worker values

that facet.

46
Dispositional approach

The dispositional approach suggests that individuals vary in their tendency to be satisfied

with their jobs, in other words, job satisfaction is to some extent an individual trait.

Approach became a notable explanation of job satisfaction in light of evidence that

satisfaction tends to be stable over time and across careers and jobs. Research also

indicates that identical twins raised apart have similar levels of job satisfaction .

A significant model that narrowed the scope of the dispositional approach was the

Core Self-evaluations Model, proposed by Timothy A. Judge, Edwin A. Locke, and Cathy C.

Durham in 1997. Judge et al. argued that there are four Core Self-evaluations that determine

one’s disposition towards job satisfaction:

self-esteem, general self-efficacy, locus of control, and neuroticism.

This model states that higher levels of self-esteem (the value one

places on his/her self) and general self-efficacy (the belief in one’s own competence) lead to

higher work satisfaction. Having an internal locus of control (believing one has control over

her\his own life, as opposed to outside forces having control) leads to higher job satisfaction.

Finally, lower levels of neuroticism lead to higher job satisfaction.

47
Equity theory

Equity Theory shows how a person views fairness in regard to social relationships such as

with an employer. A person identifies the amount of input (things gained) from a

relationship compared to the output (things given) to produce an input/output ratio. They

then compare this ratio to the ratio of other people in deciding whether or not they have an

equitable relationship. Equity Theory suggests that if an individual thinks there is an

inequality between two social groups or individuals, the person is likely to be distressed
.
because the ratio between the input and the output are not equal

For example, consider two employees who work the same job and receive the same pay and

benefits. If one individual gets a pay raise for doing the same work as the other, then the

less benefited individual will become distressed in his workplace. If, on the other hand, both

individuals get pay raises and new responsibilities, then the feeling of equity will be
.
maintained

Other psychologists have extended the equity theory, suggesting three behavioural response

patterns to situations of perceived equity or inequity (Huseman, Hatfield, & Mile, 1987;

O'Neil & Mone 1998). These three types are benevolent, equity sensitive, and entitled. The

level by each type affects motivation, job satisfaction, and job performance.

1. Benevolent-Satisfied when they are under-rewarded compared with co-workers

2. Equity sensitive-Believe everyone should be fairly rewarded

3. Entitled-People believe that everything they receive is their just due.

48
Discrepancy theory

The concept of discrepancy theory is to explain the ultimate source of anxiety and
.
Dejection An individual who has not fulfilled his responsibility feels the sense of anxiety

and regret for not performing well. They will also feel dejection due to not being able to

achieve their hopes and aspirations. According to this theory, all individuals will learn what

their obligations and responsibilities are for a particular function, and if they fail to full fill

those obligations then they are punished. Over time, these duties and obligations consolidate

to form an abstracted set of principles, designated as a self-guide. Agitation and anxiety are

the main responses when an individual fails to achieve the obligation or responsibility .This

theory also explains that if achievement of the obligations is obtained then the reward can

be praise, approval, or love. These achievements and aspirations also form an abstracted set

of principles, referred to as the ideal self guide. When the individual fails to obtain these

rewards, they begin to have feelings of dejection, disappointment, or even depression.

Two-factor theory (motivator-hygiene theory)

Frederick Herzberg’s two-factor theory (also known as motivator-hygiene theory) attempts

to explain satisfaction and motivation in the workplace. This theory states that satisfaction

and dissatisfaction are driven by differen t factors – motivation and hygiene factors,

respectively. An employee’s motivation to work is continually related to job satisfaction of a

subordinate. Motivation can be seen as an inner force that drives individuals to attain

personal and organizational goals (Hoskinson, Porter, & Wrench, p. 133). Motivating factors

are those aspects of the job that make people want to perform, and provide people with

49
satisfaction, for example achievement in work, recognition, promotion opportunities. These

motivating factors are considered to be intrinsic to the job, or the work carried

out. Hygiene factors include aspects of the working environment such as pay, company

policies, supervisory practices, and other working conditions.

While Herzberg's model has stimulated much research, researchers have been unable to

reliably empirically prove the model, with Hackman & Oldham suggesting that Herzberg's

original formulation of the model may have been a methodological artifact . Furthermore

, the theory does not consider individual differences, conversely predicting all employees will

react in an identical manner to changes in motivating/hygiene factors. Finally, the model has

been criticised in that it does not specify how motivating/hygiene factors are to be measured.

Job characteristics model

Hackman & Oldham proposed the job characteristics model, which is widely used as a

framework to study how particular job characteristics impact job outcomes, including job

satisfaction. The five core job characteristics can be combined to form a motivating potential

score (MPS) for a job, which can be used as an index of how likely a job is to affect an

employee's attitudes and behaviours. Not everyone is equally affected by the MPS of a job.

People who are high in growth need strength (the desire for autonomy, challenge and

development of new skills on the job) are particularly affected by job

characteristics. A meta-analysis of studies that assess the framework of the model

provides some support for the validity of the JCM.

50
Influencing factors

Environmental factors

Communication overload and under load

One of the most important aspects of an individual’s work in a modern organization concerns

the management of communication demands that he or she encounters on the job. Demands

can be characterized as a communication load , which refers to “the rate and complexity of

communication inputs an individual must process in a particular time frame.” Individuals in

an organization can experience communication over-load and communication under- load

which can affect their level of job satisfaction. Communication overload can occur when “an

individual receives too many messages in a short period of time which can result in

unprocessed information or when an individual faces more complex messages that are more

difficult to process.” Due to this process, “given an individual’s style of work and

motivation to complete a task, when more inputs exist than outputs, the individual perceives a

condition of overload which can be positively or negatively related to job satisfaction. In

comparison, communication under load can occur when messages or inputs are sent below

the individual’s ability to process them.” According to the ideas of communication over-

load and under-load, if an individual does not receive enough input on the job or is

unsuccessful in processing these inputs, the individual is more likely to become dissatisfied,

aggravated, and unhappy with their work which leads to a low level of job satisfaction.

Strategic employee recognition

A Watson Wyatt Worldwide study identified a positive outcome between a collegical and

51
flexible work environment and an increase in shareholder value. Suggesting that employee

satisfaction is directly related to financial gain. Over 40 percent of the companies listed in the

top 100 of Fortune magazine’s, “America’s Best Companies to Work For” also appear on the

Fortune 500. It is possible that successful workers enjoy working at successful companies,

however, the Watson Wyatt Worldwide Human Capital Index study claims that effective human

resources practices, such as employee recognition programs, lead to positive financial outcomes
[32]
more often than positive financial outcomes lead to good practices.

Employee recognition is not only about gifts and points. It's about changing the corporate

culture in order to meet goals and initiatives and most importantly to connect employees to

the company's core values and beliefs. Strategic employee recognition is seen as the most

important program not only to improve employee retention and motivation but also to

positively influence the financial situation. The difference between the traditional approach

(gifts and points) and strategic recognition is the ability to serve as a serious business

influencer that can advance a company’s strategic objectives in a measurable way. "The

vast majority of companies want to be innovative, coming up with new products, business

models and better ways of doing things. However, innovation is not so easy to achieve. A

CEO cannot just order it, and so it will be. You have to carefully manage an organization so

that, over time, innovations will emerge."

52
Individual factors

Emotion

Mood and emotions at work are related to job satisfaction. Moods tend to be longer lasting

but often weaker states of uncertain origin, while emotions are often more intense, short-

lived and have a clear object or cause.

Some research suggests moods are related to overall job satisfaction. Positive and negative

emotions were also found to be significantly related to overall job satisfaction. Frequency

of experiencing net positive emotion will be a better predictor of overall job satisfaction

than will intensity of positive emotion when it is experienced.

Emotion work (or emotion management) refers to various types of efforts to manage

emotional states and displays. Emotion management includes all of the conscious and

unconscious efforts to increase, maintain, or decrease one or more components of an

emotion. Although early studies of the consequences of emotional work emphasized its

harmful effects on workers, studies of workers in a variety of occupations suggest that the

consequences of emotional work are not uniformly negative.

It was found that suppression of unpleasant emotions decreases job satisfaction and the

amplification of pleasant emotions increases job satisfaction.

The understanding of how emotion regulation relates to job satisfaction concerns two models:

Emotional dissonance. Emotional dissonance is a state of discrepancy between public

displays of emotions and internal experiences of emotions, that often follows the

53
process of emotion regulation. Emotional dissonance is associated with high emotional

exhaustion, low organizational commitment, and low job satisfaction.

Social interaction model. Taking the social interaction perspective, workers’ emotion

regulation might beget responses from others during interpersonal encounters that

subsequently impact their own job satisfaction. For example: The accumulation of

favourable responses to displays of pleasant emotions might positively affect job satisfaction.

Genetics

[45]
It has been well documented that genetics influence a variety of individual differences.

Some research suggests genetics also play a role in the intrinsic, direct experiences of job

satisfaction like challenge or achievement (as opposed to extrinsic, environmental factors like

working conditions). One experiment used sets of monozygotic twins, reared apart, to test for

the existence of genetic influence on job satisfaction. While the results indicate the majority

of the variance in job satisfaction was due to environmental factors (70%), genetic influence

is still a minor factor. Genetic heritability was also suggested for several of the job

characteristics measured in the experiment, such as complexity level , motor skill

requirements, and physical demands.

Personality

Some research suggests an association between personality and job satisfaction.

Specifically, this research describes the role of negative affectivity and positive affectivity.

Negative affectivity is related strongly to the personality trait of neuroticism. Individuals high

54
in negative affectivity are more prone to experience less job satisfaction. Positive affectivity is

related strongly to the personality trait of extraversion. Those high in positive affectivity are

more prone to be satisfied in most dimensions of their life, including their job.

Differences in affectivity likely impact how individuals will perceive objective job

circumstances like pay and working conditions, thus affecting their satisfaction in that job.

There are two personality factors related to job satisfaction, alienation and locus of control.

Employees who have an internal locus of control and feel less alienated are more likely to

experience job satisfaction, job involvement and organizational commitment . A meta-

analysis of 187 studies of job satisfaction concluded that high satisfaction was positively

associated with internal locus of control. The study also showed characteristics like

narcissism, trait anger, type A personality dimensions of

[49]
achievement striving and impatience/irritability, are also related to job satisfaction.

Psychological well-being

Psychological well-being (PWB) is defined as “the overall effectiveness of an

individual’s psychological functioning” as related to primary facets of one’s life: work,

family, community, etc. There are three defining characteristics of PWB. First, it is

a phenomenological event, meaning that people are happy when they subjectively believe

themselves to be so. Second, well-being involves some emotional conditions. Particularly,

psychologically well people are more prone to experience positive emotions and less prone

to experience negative emotions. Third, well-being refers to one's life as a whole. It is a

global evaluation. PWB is primarily measured using the eight-item Index of Psychological

Well-Being developed by Berkman (IPWB). IPWB asks respondents to reply to a series a

55
questions on how often they felt “pleased about accomplishing something,” “bored,”

“depressed or unhappy,” etc.

PWB in the workplace plays an important role in determining job satisfaction and has

attracted much research attention in recent years. These studies have focused on the effects

of PWB on job satisfaction as well as job performance. One study noted that because job

satisfaction is specific to one’s job, the research that examined job satisfaction had not taken

into account aspects of one’s life external to the job. Prior studies had focused only on the

work environment as the main determinant of job satisfaction. Ultimately, to better

understand job satisfaction (and its close relative, job performance), it is important to take

into account an individual’s PWB.

FACTORS AFFECTING JOB SATISFACTION

An employee's overall satisfaction with his job is the result of a combination of factors --

and financial compensation is only one of them. Management's role in enhancing employees'

job satisfaction is to make sure the work environment is positive, morale is high and

employees have the resources they need to accomplish the tasks they have been assigned.

Workload and Stress Level

Dealing with a workload that is far too heavy and deadlines that are impossible to reach

can cause job satisfaction to erode for even the most dedicated employee. Falling short of

56
deadlines results in conflict between employees and supervisors and raises the stress level

of the workplace. Many times, this environment is caused by ineffective management and

poor planning. The office operates in a crisis mode because supervisors don't allow enough

time for employees to perform their assigned tasks effectively or because staff levels are

inadequate.

Respect from Co-Workers

Employees seek to be treated with respect by those they work with. A hostile work

environment -- with rude or unpleasant co-workers -- is one that usually has lower job

satisfaction. In an August 2011 survey published by FoxBusiness.com, 50 percent of those

responding said they had personally experienced a great amount of workplace incivility.

Fifty percent also believe morale is poor where they work. Managers need to step in and

mediate conflicts before they escalate into more serious problems requiring disciplinary

action. Employees may need to be reminded what behaviours are considered inappropriate

when interacting with co-workers.

Relationship with Supervisors

Effective managers know their employees need recognition and praise for their efforts and

accomplishments. Employees also need to know their supervisor's door is always open for

them to discuss any concerns they have that are affecting their ability to do their jobs

effectively and impeding their satisfaction at the office.

Financial Rewards

Job satisfaction is impacted by an employee's views about the fairness of the company wage

57
scale as well as the current compensation she may be receiving. Companies need to have a

mechanism in place to evaluate employee performance and provide salary increases to top

performers. Opportunities to earn special incentives, such as bonuses, extra paid time off

or vacations, also bring excitement and higher job satisfaction to the workplace.

58
Measuring Job Satisfaction

There are many methods for measuring job satisfaction. By far, the most common method for
collecting data regarding job satisfaction is the Likert scale (named after renis Likert). Other
less common methods of the gauging job satisfaction include: Yes/No questions, True/False
Questions, point systems, Checklists, and forced choice answers. This data is typically
collected using an Enterprise Feedback Management (EFM) system.

The Job Descriptive index (JDI),

The Job Descriptive Index (JDI), Created by Smith, Kendall, & Hulin (1969), is a specific
questionnaire of job satisfaction that has been widely used. It measures one’s satisfaction in
five facets: pay, promotions and promotion opportunities, co-workers, supervision, and the
work itself. The scale is simple participants answer either yes, no, or can’t decide (indicated
by ‘?’) in response to whether given statements accurately describe one’s job.

The Job in General Index

The Job In General Index is an overall measurement of job satisfaction. It is an improvement

to the job Descriptive Index because the JDI focuses too much on individual facets and not
enough on work satisfaction in general.

59
Other job satisfaction questionnaires include: the Minnesota Satisfaction Questionnaire
(MSQ) measures job satisfaction in 20 facts and has a long form with 100 questions (five
items from each facet) and a short form with 20 Questions (one item from each facet). The
JSS is a 36 item questionnaire that measures nine facets of job satisfaction finally, the Faces
Scale of job satisfaction, one of the first scales used widely, measured overall job satisfaction
with just one item which participants respond to by choosing a face.

Relationships and Practical Implications

Job Satisfaction can be an important indicator of how employees feel about their jobs and a
predictor of work behaviours such as personality variables and deviant work behaviours. One
common research finding is that job satisfaction is correlated with life satisfaction. This
correlation is reciprocal, meaning people who are satisfied with life tend to be sissified with
their job and people who are satisfied with their job tend to be satisfied with life. However,
some research has found that job satisfaction is not significantly related to life satisfaction
when other variables such as network satisfaction and core self-evaluations are taken into
account.

An important finding for organization to note is that job satisfaction has a rather tenuous
correlation to productivity on the job. This is a vital piece of information to researchers and
businesses, as the idea that satisfaction and job performance are directly related to one
another is often cited in the media and in some non-academic management literature. Arecent
meta-analysis found an average uncorrected correlation between job satisfaction and
productivity to be r= 18; the average true correlation, corrected for research artifacts and
unreliability, was r=.30. Further, the meta-analysis found that the relationship between
satisfaction and performance can be moderated by job complexity, such that for high-
complexity (p=29). In short, the relationship of satisfaction to productivity is not necessarily
straightforward and can be influenced by a number of other work-related constructs, and the
notion that” a happy worker is a productive worker” should not be the foundation of
organization decision making.

60
With regard to job performance, employee personality may be more important than job
satisfaction. The link between job satisfaction and performance is thought to be spurious
relationship; instead, both satisfaction and performance are the result of personality.

Importance to Worker and Organization

Frequently, work underlies self-esteem and identity while unemployment lowers self-worth
and produces anxiety. At the same time, monstrous job can erode a worker’s initiative and
enthusiasm and can lead to absenteeism and unnecessary turnover. Job satisfaction and
occupational success are major factors in personal satisfaction, self-respect, self-esteem, and
self development. To the worker, job satisfaction brings a pleasurable emotional state that
often leads to a positive work attitude. A satisfied worker is more likely to be creative,
flexible, innovative and loyal.

For the organization, job satisfaction of its workers means a works means a work force that is
motivated and committed to high quality performance. Increased productivity - the quantity
and quality of output per hour worked- seems to be a by product of improved quality of
working life. It is important to note that the literature on the relationship between job
satisfaction and productivity is neither conclusive nor consistent. However, studies dating
back to Herberg’s (1957) have shown at least low correlation between high morale and high
productivity, and it does seem logical that more satisfied workers will tend to add more value
to an organization.

Tangible ways in which job satisfaction benefits the organization include reduction in
complaints and grievances, absenteeism, turnover, and termination; as well as improved
punctuality and worker morale. Job satisfaction is also linked to a more healthy work force
and has been found to be a good indicator of longevity. And although only little correlation
has been found between job satisfaction and productivity, Brown (1996) notes that some
employers have found that satisfying or delighting employees is a prerequisite to satisfying or
delighting customers, thus protecting the “bottom line.” No wonder Andrew Carnegie is
quoted as saying:

61
“Take away my people, but leave my factories, and soon grass will grow on the factory
floors.

Take away my factories, but leave my people, and soon we will have a new and better
factory” quoted in Brown, (1996,)

Creating Job Satisfaction

So, how is job satisfaction created? What are the elements of a job that create job
satisfaction?

Organization can be create job satisfaction by putting systems in place that will ensure that
worker are challenged and then rewarded for being successful. Organizations that aspire to
creating a work environment that enhances job satisfaction need to incorporate the following;

❑
Flexible work arrangements, possibly including telecommuting

❑
Training and other professional growth opportunities

❑
Interesting work that offers variety and challenge and allows the worker

❑
opportunities to “put his or her signature” on the finished product

❑
Opportunities to use one’s talents and to be creative

❑
Opportunities to take responsibility and direct one’s own work

❑
A stable, secure work environment that includes job security/continuity

❑
An environment in which workers are supported by an accessible supervisor who

❑
provides timely feedback as well as congenial team members

62
 ❑
Flexible benefits, such as child-care and exercise facilities

❑
Up-to date technology

❑
Competitive salary and opportunities for promotion

Employee Motivation
. Motivation is concerned with the “why” of human behaviour why does one man find

happiness in performing a job while another loathes it? These and similar questions represent

attempts to understand the motives for human behaviour it is often difficult, however, to

understand what motives are operation within an individual at a particular moment.

Furthermore, the individual himself usually does not fully understand the causes of his

behaviour. Nevertheless, it is important that those who are attempting to make effective use

of the knowledge and skills of others recognize the importance of the causal aspects of

human behaviour.

Motivation involves a condition within the individual that is usually referred to as a need and

something outside of him that is known as an incentive. An understanding of what is required

to motivate workers requires a more thorough examination of both needs and incentives.

They require a more through examination of both needs and incentives. They will be

examined in the discussion of the following aspects of human motivation:

• Employee need: key to motivation

• Satisfying individual needs

• Applying motivational principles in business

63
Communicating with Employees

The successful Operation of business is dependent not only upon the effectiveness of its
individual members but also upon the cooperation and teamwork of its members in their
relationships with each other. The responsibilities and duties of each subordinate ordinarily
are included in his job description, but it is seldom possible for him to work without
communicating with his superior or those around his while the supervisor has an important
influence upon the achievements of his subordinates and the teamwork that develops among
them, the influence of higher management is likewise important because of its permitting
effect.

The following aspects of communication will be examined:

• The nature of communication

• Communication media

Morale Development and Appraisal

In the discussion of the role of motivation, communication, and supervision in stimulating

employees to an effective level of job performance, the importance of developing and
maintaining good morale among employees was mentioned It is desirable at this point to
examine more closely what is meant by morale and to investigate further its significance and
ways of developing and appraising it.

Morale is a concept that is quite elusive, almost to the point of defying definition. In fact,
each authority has a somewhat different definition of the word. Some prefer to restrict the use
of the term to the employee group and describe a group having high morale as one in which
such qualities as team spirit, enthusiasm, and achievement of progress toward a common goal
are evade others extend the use of the term to include an individual employee’s attitude
toward his \job and the degree of satisfaction that he obtains from it. Individual employee
attitudes and group moral are so interdependent that attempts to isolate them often prove

64
quite difficult in this chapter; therefore, the word “morale” will be used in the more inclusive
sense.

Facilitating Employee Adjustment

The amount of satisfaction that an employee derives from his job, the quality of his job
performance, and his ability to work harmoniously with others depend in part upon his
personal adjustment. Although some managers are inclined to fell that the personal
adjustment of employees is not their responsibility, they should realize that good mental
health is essential not only to the individual but also to the company and to society.
Fortunately many companies are taking an increased interest in the personal adjustment of
their employee. Through campaigns that are sponsored by many national, state, and local
organizations, the need for improved mental health in a country where over one half of its
hospital beds are occupied by mental patients is becoming more apparent. The stigma that
was once attached to this type of illness is fortunately declining, and there is increasing
recognition that minor adjustment problems should receive attention before they become
more serious.

Much can be done to facilitate the adjustment of employees, and it is one of management’s
responsibilities to recognize the contributions it can make in this area. In this chapter the
focus will be on understanding the employee and the ways in which management can create
environmental conditions that will facilitate the adjustment of employees to the job and to
life.

It will include a discussion of the following topics;

❑
The concept of adjustment
❑
Role of the personal program in facilitating adjustment
❑
Interviewing and counselling as aids to adjustment

65
 CHAPTER-5
RESEARCH METHODOLOGY

66
 WHAT IS RESEARCH ?

Research has been defined in a number of different ways.

A broad definition of research is given by Martyn Shuttleworth- “In the broadest sense of the

Word, the definition of research includes any gathering of data, information and facts for the

Advancement of knowledge”.

Another definition of research is given by creswell who states that-“ Research is a process

of Steps used to collect and analyse information to increase our understanding of atopic or

issue”. It consists of three steps: Pose a question, collect data to answer the question, and

present an answer to the question.

The Merriam-Webster Online Dictionary defines research in more detail as “a studious

Inquiry or examination, especially investigation or experimentation aimed at the discovery

And interpretation of facts, revision of accepted theories or laws in the light of new facts

Or practical application of such new or revised theories or laws.

67
 RESEARCH METHODOLOGY

Methodology implies more than simply the method you intend to use to collect data . it is
often necessary a consideration of the concepts and theories which underline the method for
instance if you intend to highlight a specific feature of a sociological theory or test an
algorithm for some aspects of information retrieval or test the validity of a particular system
you have to show that you understand the underlying concepts of the methodology .

When you describe the method it is necessary to state how you have be addressed the
research question and or hypotheses the method should be described in enough detail for the
study to be replicated or at least repeated in a similar way in other situation . every stage
should be explained and justified with clear reason for the choice of your particular methods
and materials .

There are many different ways to approach the research that fulfil the requirements of the
dissertation . these may vary both within and between discipline it is important to consider
the acceptation and possibilities concerning research in your own field , you can do this why
tutores and dissertation written by the student of the course .

Basically all my work in ARCUS is to promote our brand and services which is flying kids ,
foreign studies , foreign placement and international tours and travels which is done by online
. By the online facilities we can build our agency service like website visiting , all the
payment data all the services provide to our customers ticket information pre departure and
post departure information to our customers and do calls etc .

Through the calling process we have a calling data provide by ARCUS then we can give the
information about tours and travels verticals to customer .then by mail or call our customers
contact us and invest his money our verticals .

68
Then we select customers who actually interested to investors and we send in voice mail to
are approved customers .

There are so many things in our agency which is different with other travel agencies like we
can provide offers for different sector for customers like we can provide special services for
women and kids in tours and travels .

RESEARCH DESIGN

Descriptive research is used to describe characteristics of a population or phenomenon being

studied . it does not answer question about how/when /why the characteristics occurred .
rather it addresses the “what” questions.

There are numerous types of research design that one may decide to use .

Burns and grove define a research design as a blueprint for performing a study with
maximum control over factor which could interfere with the validity of findings .

We can break up the entire research design in to following section:

1. The sampling design that relates to the process of selecting items to be

observed for the provided research.
2. The observational design that pertains to the condition under which the
observation are to be made.
3. The statistical design that concerns with the question of how many
items are to be and data collected should be analyzed .
4. The operational design that is concerned with the techniques through
which the procedure given in the sampling statistical and observational
design can be executed .

A research design is the plan of a research study . research design is the framework that has
been created to seek answers to research questions.

69
It is the arrangement of condition for collection and analysis of in a manner that it aims to
combine relevance to the research purpose with economy in procedure .

It tells us the scope of study and weather the study is within our financial ability and time .

Research design has the following parts :

o Sampling design
o Observational design
o Statistical design
o Operational design

SAMPLE DESIGN

Sampling techniques has been broadly classified into 2 parts:

• Probability Sampling: A probability sampling method is a method of

sampling that utilizes some form of random selection. In order to have a random
selection method, we have to set up some process or procedure that assures that the
different units in our population have equal probabilities of being chosen. Following
are the types or methods of probability sampling:

o Simple Random Sampling (SRS)

o Stratified Sampling.
o Cluster Sampling.

• Non-Probability Sampling: Non-probability sampling is a sampling technique

where the samples are gathered in a process that does not give all the individuals in
the population equal chances of being selected. Following are the types/methods of
Non-Probability Sampling:

o Convenience Sampling
o Sequential Sampling
o Quota Sampling
o Judgemental sampling
o Snowball Sampling

70
As per the researcher Non-Probability Sampling has been used while selecting the samples

for the research work. To be more precise Convenience Sampling has been used.

CONVENIENCE SAMPLING

Convenience sampling (also known as availability sampling) is a specific

type of non-probability sampling method that relies on data collection from

population members who are conveniently available to participate in study

Convenience sampling is a type of sampling where the first available primary data source will

be used for the research without additional requirements. In other words, this sampling

method involves getting participants wherever you can find them and typically wherever is

convenient. In convenience sampling no inclusion criteria identified prior to the selection of

subjects. All subjects are invited to participate.

APPLICATION:

*Under the research conducted, researcher knew that collecting data from employees will be
more reliable and fit for the research as compared to collecting it from random people. Being
employees, they had a better saying about the questions related to their job

satisfaction level and growth prospects in the ARCUS. This proves that the researcher on the
basis of her knowledge and prior experience chose the sample frame which was fit for the
research to be conducted.

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 SAMPLE FRAME
INTRODUCTION:

In statistics, a sampling frame is the source material or device from which a sample is drawn.
It is a list of all those within a population who can be sampled, and may include individuals,
households or institutions.

APPLICATION:

Sample frame that has been chosen by the researcher is given below:

Employees of ARCUS

SAMPLE SIZE

INTRODUCTION:

The sample size is an important feature of any empirical study in which the goal is to make
inferences about a population from a sample. In practice, the sample sizeused in a study is
determined based on the expense of data collection, and the need to have sufficient statistical
power

APPLICATION:

Sample size that has been taken by the researcher was 30.

It has been collected through:

o Questionnaires

o Personal Observations.

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SOURCES OF DATA COLLECTION

Data has been broadly classified into 2 parts i.e. Primary data and Secondary data. It has been
collected by the researcher by using the following data collection sources:

PRIMARY DATA:

The data which is collected by the researcher himself is known as primary data. An
advantage of using primary data is that researchers are collecting information for the specific
purposes of their study. In essence, the questions the researchers ask are tailored to elicit the
data that will help them with their study. Researchers collect the data themselves, using
surveys, interviews and direct observations.

Primary data has been collected by the researcher with the help of the following:

QUESTIONNAIRE:
A questionnaire is a research instrument consisting of a series of questions and other prompts
for the purpose of gathering information from respondents. Although they are often designed
for statistical analysis of the responses, this is not always the case.

PERSONAL OBSERVATIONS

Personal observation is a subset of. observational approaches in which the researcher is the

Primary instrument for monitoring participants.

SECONDARY DATA

Secondary data is the data that have been already collected by and readily available from
other sources. Such data are cheaper and more quickly obtainable than the primary data and
also may be available when primary data cannot be obtained at all. It refers to all the data that
was originally collected for other research purposes.

Sources of collection of secondary data were:

73
 CHAPTER-6
DATA ANALYSIS AND
INTERPRETATION

74
DATA ANALYSIS

Q1. Which promotional tools are more effective for ARCUS ?

response

15%

5%
direct marketing
70% public selling
10%
event & experience
sales promotion

INTERPRETATION :-
On the basis of above analysis it is found that DIRECT MARKETING is most effective
promotional tool for ARCUS .

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Q2. Do you think promotion through social networking website will be helpful for
ARCUS ?

response

20%

yes
no
60%
20% cant say

INTERPRETATION :-
On the basis of above research it is found that social media promotion can be useful tool for
promoting ARCUS .

76
Q3. Does promotion scheme used by ARCUS serve as a promotional tool for its growth
?

Sales

20%
yes
60% no

20% cant say

INTERPRETATION :-
It is interpreted that promotional scheme used for promotion is effective .

77
Q4. Do you think offers made by company is beneficial for you ?

response

25%
yes
40%
no
cant say

35%

INTERPRETATION :-
From above analysis it is analysed that offer made by company is beneficial for its
respondent .

78
Q5. If ARCUS is endorsed by any celebrity will it affect your purchasing decision ?

response

5%

45% yes
no
45%
cant say

INTERPRETATION :-
On the basis of above research conducted it is interpreted by the researcher that ARCUS
promotion by celebrity will have positive impact .

79
Q6 do you think ARCUS should collaborate with any big brand ?

response

10%

20% yes
70%
no
cant say

INTERPRETATION :-
From above analyses it is interpreted that respondents find that ARCUS should collaborate
with big brand .

80
Q7.. how did you come to know about ARCUS ?

Sales

10%

10% 30%
advertising
internet
print media
blogs
50%

INTERPRETATION :-

It is interpreted by the researcher that internet is the sole of way from where respondents
come to know about ARCUS .

81
Q8. Is promotion are one of the major factors which influence you to switch over to
other company ?

response

20%
yes
60%
no
cant say
20%

INTERPRETATION :-

From above analysis it is interpreted that promotion is a sole way of switching brand among
customers .

82
Q9. Does punch line “CONSIDER IT DONE” of ARCUS make some identification for
promotion ?

response

10%

yes
55%
35% no
cant say

INTERPRETATION :-
From above analysis it is found that ARCUS punch line make some promotion identification
.

83
Q10. Which type of media appeals you more for ARCUS ?

response

10%

print media
50% electronic media
40%
don’t

INTERPRETATION :-
From the above analysis it is analysed that print media appeals more to the ARCUS consumer
.

84
CHAPTER-7
FINDINGS

85
FINDINGS

• They Motivate there employees by monetary as well as non-monetary

incentives.

• Employees are satisfied with the working hours.

• Employees are satisfied with the job given to them.
• Medical facilities are being provided to the employees.
• Employees were satisfied with the reward and growth opportunities.
• Growth is the key factor which provides maximum satisfaction to The
employees by salary increase, promotions, leave and recognition.

86
CHAPTER-8
LIMITATIONS

87
 LIMITATIONS OF THE STUDY

• It is difficult to get response from people quickly .

• Limited time provided
• Lack of brand awareness among customer
• Limited people to approach.

88
 CHAPTER-9
SUGGESTIONS

89
 SUGGESTIONS

• To increase job satisfaction level of the employees the company should more focus

on adequate wage pay.

• Systematic planning reduces hurdles at workplace and it ensures smooth flow of

work methods so the present method of planning the work would be maintained

as before to attain the goals very effectively.

• Attractive schemes from ARCUS would activate employees and

increase individualistic work efficiency.

90
CHAPTER-10
CONCLUSION

91
 CONCLUSION

• From above study it can be concluded that ARCUS should use effective
promotional in order to create brand image among its customer.

• The success of sales promotion is highly dependent on the amount of

promotional expenditure budgeted availability of the promotional strategy
requires the company to understand how sales promotion objectives
focused enhance product quality and brand keeping the sales promotional
objectives .

• Focused increase sales volume and impact on the company there by

expanding the corporate image and the goodwill of the company
continues research and development must be sustained and practice in the
company .

92
ANNEXURE

93
 ANNEXURE

Q1. Which promotional tool is effective for ARCUS ?

Public selling Direct marketing

Sale promotion Events and experience

Q 2. Do you think offer made by company is beneficial for you ?

Yes

No

Cant say

Q 3. Do you think promotion through social networking website is helpful for ARCUS ?

Yes

No

Cant say

94
Q 4. If ARCUS is endorsed by celebrity will it affect your purchasing decision ?

Yes

No

Cant say

Q 5. Do you think ARCUS should collaborate with any big brand ?

Yes

No

Cant say

Q 6. How did you come to know about ARCUS ?

Yes

No

Cant say

95
Q 7. Which media appeals more for ARCUS ?

Print media

Electronic media

Don’t know

Q 8. Is promotion is major reason for you to switch companies ?

Yes

No

Cant say

Q 9. Did punch line “CONSIDER IT DONE” make some identification for promotion of ARCUS ?

Yes

No

Cant say

Q 10. Does promotional tool used by ARCUS serve as an effective promotional tool?

Yes

No

Cant say

96