You are on page 1of 83

A

PROJECT STUDY REPORT


ON
Training Undertaken at

KOUTONS JAIPUR

“RECRUITMENT & SELECTION”

Submitted in partial fulfillment for the Award of degree


of
Master of Business Administration

Submitted By: Submitted To:


Ashutosh Shrivastava Dr. Sonal Jain
MBA 3rd Sem HOD
2009-11
Deepshika College of Technical Education
JAIPUR

1
DECLARATION

I Ashutosh Shrivastava S/o Daya Shanker Shrivastava Declare that project


report title “Recruitment & Selection” is based on my project study. This
project is my original work and this has not been used for any purpose
anywhere.

Ashutosh Shrivastava
(MBA IIIrd SEM)

2
PREFACE

Theories are being developed, designed and stated on the groundwork of


their practical implementation and usage. Work experience seems to be the
most effective and indispensable factor of making an individual an adept.
This is because one can not do without being exposed to varying
circumstances and possible consequences. Training not only develops
individual skills and abilities but also provides proficiency in work
performance.

The researcher has done research in Koutons, which constitutes an essential


part of two years MBA program The topic was “Recruitment & Selection”. It
was really a great opportunity getting practical insight of the market.

Initially I felt that classroom study was irrelevant and to useless in any
concern’s working, but gradually it was realized that all the basic fundamental
concepts studied are linked in one or the other ways to the organization.
Further it could be said that theory and practical training are supplementary to
each other and help in drawing meaningful conclusion and it’s just a matter of
modifying the theory, so as to apply in to given practical solution.

Ashutosh Shrivastava

3
ACKNOWLEDGEMENT

I express my sincere thanks to my project guide Mr. Rahul Garg (Assistant


Manager), for guiding me right form the inception till the successful
completion of the project. I sincerely acknowledge her for extending their
valuable guidance, support for literature, critical reviews of project and the
report and above all the moral support he/she/they had provided to me with all
stages of this project.
I would also like to thank the supporting staff for their help and cooperation
throughout our project.

Ashutosh Shrivastava

4
EXECUTIVE SUMMARY

I have been assigned a project on the Performance Appriasal of the


Employees of Koutons, as a part of our course curriculum.

The survey began with listing down the objectives of the project work and then
designing the questionaire accordingly. In designing the questionaire I
considered all the required parameters. After that I did a pilot survey on 100
Employes and the necessary changes were made in the questionaire. Then
we started off with the final survey and in the survey, we included people from
three areas
• Executive Level Employees
• Middle Management Employees
• Higher Management Employees

The findings of the research shows –


• Among the attributes ( which we considered important for Employee’s
Satisfaction of Performance.

The methodology used for data collection was through primary and secondary
sources. The primary data was collected through a questionnaire distributed
amongst the Employees.

5
CONTENTS

1. Introduction to the Industry

2. Introduction to the Organization


3. Research Methodology
3.1 Title of the Study
3.2 Duration of the Project
3.3 Objective of Study
3.4 Type of Research
3.5 Sample Size and method of
selecting sample
3.6 Scope of Study
3.7 Limitation of Study
4. Facts and Findings
5. Analysis and Interpretation
6. SWOT
7. Conclusion
8. Recommendation and Suggestions
9. Appendix
10. Bibliography

6
INTRODUCTION

7
INTRODUCTION

Retailing is the interface between the producer and the individual consumer buying
for personal consumption. This excludes direct interface between the manufacturer
and institutional buyers such as the government and other bulk customers.

A retailer is one who stocks the producer’s goods and is involved in the act of selling
it to the individual consumer, at a margin of profit. As such, retailing is the last link
that connects the individual consumer with the manufacturing and distribution chain.

The retail industry in India is of late often being hailed as one of the sunrise sectors in
the economy. AT Kearney, the well-known international management consultancy,
recently identified India as the ‘first most attractive retail destination’ globally from
among thirty emergent markets. It has made India the cause of a good deal of
excitement and the cynosure of many foreign and domestic eyes. The entry of foreign
and Indian retail giants like Wal-Mart, Metro, Reliance, Birla, Tata etc. made Indian
market more competitive which is at cut throat level. So how retailers can reach to
their end customers, to win the mind share and increase the basket size of each
shopping trip.India retail industry is the largest industry in India, with an employment
of around 8% and contributing to over 10% of the country's GDP. Retail industry in

India is expected to rise 25% yearly being driven by strong income growth,changing
lifestyles,and favourable demographi patterns.

It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200
billion. India retail industry is one of the fastest growing industries with revenue
expected in 2007 to amount US$ 320 billion and is increasing at a rate of 5% yearly.
A further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It
has further been predicted that the retailing industry in India will amount to US$ 21.5
billion by 2010 from the current size of US$ 7.5 billion.

The growth of scope in the Indian retail market is mainly due to the change in the

8
consumer’s behaviour. For the new generation have preference towards luxury
commodities which have been due to the strong increase in income, changing
lifestyle, and demographic patterns which are favourable.

As the twentieth century has come to and we have moved in to third millennium , we
can see many development and changes taking place around us with all the industries
and firms within each industry trying to keep pace with all the industries and firm
within each industries trying to keep pace with the changes and diverse need of
people . Marketer have regarded “customer” as the king and evolved all activities to
satisfy him or her, this concept gaining more momentum and importance today.

The main objective of the project is to understand the recruitment and selection of
Sales Executive more effectively and efficiently, because Sales Executive/Customer
Service Executive play most important role in business of Retail. Market in Jaipur city
was targeted. Various areas in city were selected. The data gave knowledge about
customer satisfaction, loyalty & their feel about the Retail.

Survey of the project “Recruitment” was conducted using questionnaire. The


information about various attributes & factors was collected about the Sales
Executive/Customer Service Executive. All the data collected, primary data was
filtered & analyzed, represented in the form of graphs & charts. Secondary data was
also used in report such as company profile, on the basis of analysis of data,
conclusions were drawn. On the basis of findings & conclusions, suggestions were
given.

9
INTRODUCTION TO
THE INDUSTRY

10
INTRODUCTION TO THE INDUSTRY

Indian Retail Industry


The Indian retail industry is the fifth largest in the world. Comprising of organized
and unorganized sectors, India retail industry is one of the fastest growing industries
in India, especially over the last few years. Though initially, the retail industry in
India was mostly unorganized, however with the change of tastes and preferences of
the consumers, the industry is getting more popular these days and getting organized
as well. With growing market demand, the industry is expected to grow at a pace of
25-30% annually. The India retail industry is expected to grow from Rs. 35,000 crore
in 2004-05 to Rs. 109,000 crore by the year 2010.

Growth of Indian Retail


According to the 8th Annual Global Retail Development Index (GRDI) of AT
Kearney, India retail industry is the most promising emerging market for investment.
In 2007, the retail trade in India had a share of 8-10% in the GDP (Gross Domestic
Product) of the country. In 2009, it rose to 12%. It is also expected to reach 22% by
2010.

According to a report by Northbride Capita, the India retail industry is expected to


grow to US$ 700 billion by 2010. By the same time, the organized sector will be 20%
of the total market share. It can be mentioned here that, the share of organized sector
in 2007 was 7.5% of the total retail market.

Major Retailers in India

Pantaloon:
Pantaloon is one of the biggest retailers in India with more than 450 stores across the
country. Headquartered in Mumbai, it has more than 5 million sq. ft retail space
located across the country. It's growing at an enviable pace and is expected to reach
30 million sq. ft by the year 2010. In 2001, Pantaloon launched country's first
hypermarket ‘Big Bazaar’. It has the following retail segments:
• Food & Grocery: Big Bazaar, Food Bazaar

11
• Home Solutions: Hometown, Furniture Bazaar, Collection-i
• Consumer Electronics: e-zone
• Shoes: Shoe Factory
• Books, Music & Gifts: Depot
• Health & Beauty Care: Star, Sitara
• E-tailing: Futurebazaar.com
• Entertainment: Bowling Co.

Tata Group
Tata group is another major player in Indian retail industry with its subsidiary Trent,
which operates Westside and Star India Bazaar. Established in 1998, it also acquired
the largest book and music retailer in India ‘Landmark’ in 2005. Trent owns over 4
lakh sq. ft retail space across the country.

RPG Group
RPG Group is one of the earlier entrants in the Indian retail market, when it came into
food & grocery retailing in 1996 with its retail Food world stores. Later it also opened
the pharmacy and beauty care outlets ‘Health & Glow’.

Reliance
Reliance is one of the biggest players in Indian retail industry. More than 300
Reliance Fresh stores and Reliance Mart are quite popular in the Indian retail market.
It's expecting its sales to reach Rs. 90,000 crores by 2010.

AV Birla Group
AV Birla Group has a strong presence in Indian apparel retailing. The brands like
Louis Phillipe, Allen Solly, Van Heusen, Peter England are quite popular. It's also
investing in other segments of retail. It will invest Rs. 8000-9000 crores by 2010.

12
Koutons Retail India Ltd.

Koutons Retail India Ltd. is the leading retailer of readymade and fashion wear brand
in the country today. With more than 1400 outlets across India, it has a wide range of
apparel designs suited for all segments including corporate, formal and casual
dressings. Koutons aptly creates the conducive environment for a family outing,
making family shopping the best experience at an affordable price - all at one place.

Koutons was born in 1991 as Charlie Creations and are now Koutons Retail India Ltd.
Koutons started primarily as a denim brand but are today manufacturing and selling
complete men, women and kids wardrobe under the brand name Koutons, Les Femme
and Koutons Junior respectively. Another brand from the stable of Koutons is Charlie
Outlaw, which caters to the teens of the country with apparels including jeans, T-
shirts, jackets etc. Koutons Brand is catering to the Upper & Upper Middle Class of
Society with a vast target age group between 18-60 years.

Retail formats in India


Hypermarts/supermarkets: large self-servicing outlets offering products from a variety
of categories.
• Mom-and-pop stores: they are family owned business catering to small
sections; they are individually handled retail outlets and have a personal touch.
• Departmental stores: are general retail merchandisers offering quality products
and services.
• Convenience stores: are located in residential areas with slightly higher prices
goods due to the convenience offered.
• Shopping malls: the biggest form of retail in India, malls offers customers a
mix of all types of products and services including entertainment and food
under a single roof.
• E-trailers: are retailers providing online buying and selling of products and
services.
• Discount stores: these are factory outlets that give discount on the MRP.
• Vending: it is a relatively new entry, in the retail sector. Here beverages,
snacks and other small items can be bought via vending machine.

13
• Category killers: small specialty stores that offer a variety of categories. They
are known as category killers as they focus on specific categories, such as
electronics and sporting goods. This is also known as Multi Brand Outlets or
MBO's.
• Specialty stores: are retail chains dealing in specific categories and provide
deep assortment. Mumbai's Crossword Book Store and RPG's Music World
are a couple of examples.

Challenges facing Indian retail industry


• The tax structure in India favors small retail business
• Lack of adequate infrastructure facilities
• High cost of real estate
• Dissimilarity in consumer groups
• Restrictions in Foreign Direct Investment
• Shortage of retail study options
• Shortage of trained manpower
• Low retail management skill

The Future
The retail industry in India is currently growing at a great pace and is expected to go
up to US$ 833 billion by the year 2013. It is further expected to reach US$ 1.3 trillion
by the year 2018 at a CAGR of 10%. As the country has got a high growth rates, the
consumer spending has also gone up and is also expected to go up further in the
future. In the last four year, the consumer spending in India climbed up to 75%. As a
result, the India retail industry is expected to grow further in the future days. By the
year 2013, the organized sector is also expected to grow at a CAGR of 40%.

14
The retail industry is one of the fastest growing industry in the world and so as
well in India, the tremendous rate of growth and attractive outlook has
resulted in large number of players in Indian market as well, although Indian
retail market is still at nascent stage and the scope of growth is immense it is
yet aprotected market as govt.of indian has strict guidelines and a number of
restrictions for foreign and multinational giants in retail who are yet to enter
into market in full swing, the situation is dynamic and it is going through a
constant change as the govt. is liberalizing the stringent norms year after
another, the indian retail industry is expected to see a sea change the govt.
would allow 100% foreign direct investment in retail sector, the market will
turn more comptitive and Darwin’s “survival of the fittest” theory will hold good
in a market which is alreadycompetitive enough.

The study was carried out for Reliance Industries Ltd, Jaipur.The focus of the
project is on the Retail business of RIL which is better known as “Reliance
Fresh”. Reliance Fresh is one of the largest retail chains in jaipur having 26
stores well dispersed across the city,still reliance industries retail format i.e.
Reliance Fresh is not the leader and it faces a lot of problem as well, the
purpose of the report was to pool in information about all the retail formats
operating in the city,draw up their strengths and weakness and compare it
with Relince Fresh.

The first problem was to select the stores which were to be considered as
competitors,the task was comlicated because of the presence of unorganized
retail stores owned by private individuals,although the number of such stores
were huge and it was beyond the scope to include all such stores in our study
so decided upon few who had a sizable consumer base and was popular
shopping destination of the people of jaipur, apart from them we included all
the players in organized retail format under the preview of our studies.

So finally the following names were decided for the Analysis:


1. Big Bazar/Food Bazaar

2. Easy Day

15
3. Hyper City

4. More

5. National Handloom Corporation

6. Six Ten

7. Vishal Mega Mart

The research is more of a exploratory research as we use a lot of secondary


data to compare the different retail formats, the study was carried out with the
help of some primary data as well which helped to find out where competitors
lie on a perceptual map.
The study required to rate different retail formats on different papameters
decided which were indicative of a retail store’s performance on aspects such
as:

1.About store like location, ambience, hygiene and parking facility


2.Product availability
3.Product quality/freshness of vegatables, staples, processed food,
dairy products and
Non food fast moving consumer goods.
4.Promotion measures
5.Staff behavior or response
6.Billing facilities

The project also tried it’s best to analyze from a customer point of view the
shopping benefits he get, for this a hypothetical bucket of goods was taken
into consideration and the entire bucket price of different stores were
compared.
The study also scrutinizes the promotion measures adopted by different retail
company.

16
OVERVIEW OF RETAIL SECTOR

Indian retail industry is going through a transition phase. Most of the retailing
in our country is still in the unorganized sector. The spread out of the retails in
US and India shows a wide gap between the two countries. Though retailing
in India is undergoing an exponential growth, the road ahead is full of
challenges.

What is retailing?

The word "Retail" originates from a French-Italian word. Retailer-someone


who cuts off or sheds a small piece from something. Retailing is the set of
activities that markets products or services to final consumers for their own
personal or household use. It does this by organizing their availability on a
relatively large scale and supplying them to customers on a relatively small
scale. Retailer is a Person or Agent or Agency or Company or Organization
who is instrumental in reaching the Goods or Merchandise or Services to the
End User or Ultimate Consumer.

SCENARIO OF RETAILING IN INDIA

Retailing is the most active and attractive sector of last decade. While the
retailing industry itself has been present since ages in our country, it is only
the recent past that it has witnessed so much dynamism. The emergence of
retailing in India has more to do with the increased purchasing power of
buyers, especially post-liberalization, increase in product variety, and increase
in economies of scale, with the aid of modern supply and distributions

17
solution.

Indian retailing today is at an interesting crossroads. The retail sales are at


the highest point in history and new technologies are improving retail
productivity. though there are many opportunities to start a new retail
business, retailers are facing numerous challenges.

KEY CHALLENGES:

1) LOCATION:

"Right Place, Right choice"


Location is the most important ingredient for any business that relies on
customers, and is typically the prime consideration in a customers store
choice. Locations decisions are harder to change because retailers have to
either make sustainable investments to buy and develop real estate or commit
to long term lease with developers. When formulating decision about where to
locate, the retailer must refer to the strategic plan:

* Investigate alternative trading areas.


* Determine the type of desirable store location
* Evaluate alternative specific store sites

2) MERCHANDISE:
The primary goal of the most retailers is to sell the right kind of merchandise
and nothing is more central to the strategic thrust of the retailing firm.
Merchandising consists of activities involved in acquiring particular goods and
services and making them available at a place, time and quantity that enable
the retailer to reach its goals. Merchandising is perhaps, the most important
function for any retail organization, as it decides what finally goes on shelf of
the store.

18
3) PRICING:
Pricing is a crucial strategic variable due to its direct relationship with a firm's
goal and its interaction with other retailing elements. The importance of pricing
decisions is growing because today's customers are looking for good value
when they buy merchandise and services. Price is the easiest and quickest
variable to change.

4) TARGET AUDIENCE:
"Consumer the prime mover"
"Consumer Pull", however, seems to be the most important driving factor
behind the sustenance of the industry. The purchasing power of the
customers has increased to a great extent, with the influencing the retail
industry to a great extent, a variety of other factors also seem to fuel the
retailing boom.

5) SCALE OF OPERATIONS:
Scale of operations includes all the supply chain activities, which are carried
out in the business. It is one of the challenges that the Indian retailers are
facing. The cost of business operations is very high in India.

PRESENT INDIAN SCENARIO

* Unorganized market: Rs. 583,000 crores


* Organized market: Rs.5, 000 crores
* 5X growth in organized retailing between 2000-2005
* Over 4,000 new modern Outlets in the last 3 years
* Over 5,000,000 sq. ft. of mall space under development
* The top 3 modern retailers control over 750,000 sq. ft. of retail space

19
* Over 400,000 shoppers walk through their doors every week
* Growth in organized retailing on par with expectations and projections of the
last 5 Years: on course to touch Rs. 35,000 crores (US$ 7 Billion) or more by
2005-06

* Major players

- Food and grocery


- Fashion
- Others
- Food world
- Shoppers' Stop
- Vivek's
- Subhiksha
- Westside
- Planet M
- Nilgris
- Lifestyle
- Music World
- Adani- Rajiv's
- Pyramid
- Crossword
- Nirma-Radhey
- Globus
- Life spring

TRADITIONAL RETAIL SCENE IN INDIA

India is the country having the most unorganized retail market. Traditionally
the retail business is run by Mom & Pop having Shop in the front & house at
the back. More than 99% retailers function in less than 500Sq.Ft of area. All
the merchandise was purchased as per the test & vim and fancies of the
proprietor also the pricing was done on ad hock basis or by seeing at the face
of customer. Generally the accounts of trading & home are not maintained

20
separately. Profits were accumulated in slow moving & non-moving stocks
which were to become redundant or consumed in-house. Thus profits were
vanished without their knowledge. The Manufactures were to distribute goods
through C & F agents to Distributors & Wholesalers. Retailers happen to
source the merchandise from Wholesalers & reach to end-users. The
merchandise price used to get inflated to a great extent till it reaches from
Manufacturer to End-user. Selling prices were largely not controlled by
Manufacturers. Branding was not an issue for majority of customers. More
than 99% customers are price sensitive & not quality or Brand Sensitive at the
same time they are Brand conscious also. Weekly Bazaar in many small tows
was held & almost all the commodities were on the scene including livestock.
Bargaining was the unwritten law of market. Educational qualification level of
these retailers was always low.

Hence market was controlled by handful of distributors &/or Wholesalers.


Virtually there was only one format of retailing & that was mass retail. Retailer
to consumer ratio was very low, for all the categories without exception. Varity
in terms of quality, Styles were on regional basis, community based & truly
very low range was available at any given single place. Almost all the
purchases / (buying) by mass population was need oriented & next turn may
be on festivals, Marriages, Birthdays & some specific occasions.

Impulsive buying or consumption is restricted to food or vegetables etc.


Having extra pair of trousers or Shirts or Casuals & Formals & leisure wear &
sports wear & different pair of shoes for occasions is till date is a luxury for
majority population except for those living in Metros. Purchasing power of
Indian urban consumer is very low and that of Branded merchandise in
categories like Apparels, Cosmetics, Shoes, Watches, Beverages, Food,
Jewellery, are slowly seeping into the lifeline of Indian City folks. However
electronic & electrical home appliances do hold appropriate image into the
minds of consumers. Brand name does matter in these white goods
categories. In the coming times also majority of organized retailers will find it
difficult to keep balance with rest of the unbranded retail market which is very
huge.

21
INDIAN RETAIL IS MOVING INTO SECOND GEAR

1) FIRST GEAR:
(Create awareness)
* New retailers driving awareness
* High degree of fragmentation
* Real estate groups starting retail chains
* Consumer expecting 'value for money' as core value

2) SECOND GEAR:
(Meet customer expectations)
* Consumer-driven
* Emergence of pure retailers
* Retailers getting multi-locational and multi-format
* Global retailers evincing interest in India

3) THIRD GEAR:
(Back end management)
* Category management
* Vendor partnership
* Stock turns
* Channel synchronization
* Consumer acquisition
* Customer relation's management

4) FOURTH GEAR:
(Consolidation)
* Aggressive rollout
* Organized retail acquitting significant share

22
* Beginning of cross-border movement
* Mergers and acquisitions

BACKGROUND OF RETAIL
India is a land of retail democracy- hundreds of thousands of weekly haats
and bazaars are located across the length and breadth of our country by
people’s own self-organizational capacities. Our streets are bazaars – lively,
vibrant, safe and the source of livelihood for millions. India has the highest
shop density in the world, with 11 outlets per 1000 people. This does not
include the village haats.
Our retail democracy is characterized by
1. High levels of livelihoods in retail with nearly 40 million employed which
accounts for 8%
of the employment and 4% of the entire population.
2. High levels of self - organization.
3. Low capital input
4. High levels of decentralization
Retail in India has started with the concept of weekly markets, where all the
traders gather at one big place to sell their products every week. The people
come to these weekly markets to buy the household items for the next one
week. Village fairs and melas were also common as it had more of an
entertainment value. Once the people started getting busy with their lives and
when they turned entrepreneurial, there emerged the mom and pop shops
and the kiranas in the neighborhood. After independence, came into existence
the system of Public distribution of foods through the ration shops, where food
grains, sugar and oil for the daily consumption were distributed at subsidized
rates through the government ration shops. The modern corporate retail
formats are of the exclusive brand outlets, hypermarkets and supermarkets,
departmental stores and shopping malls. But still the Indian consumer
depends on the self-organized retail shops for their daily needs.
This is largely due to the excellent food retailing system that was established
by the kirana (mom and-pop) stores that continue meet with all the

23
requirements of retail requirements albeit without the convenience of the
shopping as provided by the retail chains. The Hawkers/lari galla vendors and
the local kiranas are the two main forms of unorganized retail in the country,
which almost account for 97% of the total retail trade. Giant corporations like
Wal-Mart and Reliance have started to try and take over the Indian retail
sector. Currently the value of the retail market is estimated at around $ 270
billion with a growth rate of 5.7 per cent per annum according to the Indian
retail report. The size of small retail is big, the size of big retail is small, a
mere Rs. 250 billion in 2004 or 3% and Rs. 485 billion or 4.7% per cent of the
retail market in 2006. However, the large scale corporate retail is projected to
grow at the rate of 28% to 30% per annum, reaching Rs. 1000 billion or $ 70
billion by 2010 from the current size of US $ 8.7 billion. The tenfold increase in
corporate retail will be at the cost of small scale retail, which employs nearly
10% of India’s population.

24
INTRODUCTION TO
THE ORGANIZATION

25
INTRODUCTION TO THE ORGANIZATION
(Koutons Retail India Ltd.)

Koutons Retail India Ltd. is the leading retailer of readymade and fashion wear brand
in the country today. With more than 1400 outlets across India, it has a wide range of
apparel designs suited for all segments including corporate, formal and casual
dressings. Koutons aptly creates the conducive environment for a family outing,
making family shopping the best experience at an affordable price - all at one place.

Koutons was born in 1991 as Charlie Creations and are now Koutons Retail India Ltd.
Koutons started primarily as a denim brand but are today manufacturing and selling
complete men, women and kids wardrobe under the brand name Koutons, Les Femme
and Koutons Junior respectively. Another brand from the stable of Koutons is Charlie
Outlaw, which caters to the teens of the country with apparels including jeans, T-
shirts, jackets etc. Koutons Brand is catering to the Upper & Upper Middle Class of
Society with a vast target age group between 18-60 years.

"Value for Money and High on Fashion" being their USP, Koutons has given the
brand an extension delving into specific consumer segments. The garments are made
keeping in view the overall need of the niche market and the basic/fashion demand of
the Indian masses. Our product range also caters to the tastes of all segments. Our
Brand is placed as the most dynamic brand of India.

26
Management

Mr. D.P.S Kohli, Chairman, Koutons Retail is one of the founding pillar of Koutons.
He heads Marketing, Finance, Information Technology, Administration and Human
Resource.
Mr. Kohli had a vision of providing fashion at an affordable price. This vision has
taken Koutons from a relatively small beginning to a dominant player in the
menswear branded garments. He is a remarkable leader who can visualize an
opportunity and implement it efficiently which has resulted in the success of the
brand.

Prior to the birth of Koutons, Mr. Kohli was involved with the family business of
retailing bicycles, electrical and electronic goods in Orissa. In 1982 he shifted to the
electronics industry and started manufacturing his own television under the brand
name "Apollo". He lost everything in Sikh riots in 1984, but he never gave up and
later on teamed up with his brother in law Mr. B.S Sawhney and launched Charlie
Creations. The focus was on providing fashion and quality at an affordable price.

In 1997, Mr. Kohli launched Koutons with a focus on complete mens’ wardrobe.
Understanding the consumer behaviour, he decided to create his own brand outlets.
He desgined a franchisee model that turns small business men into entrepreneurs. He
realized the potential of the domestic market and worked hard for a win-win relation
between the company and his franchisees.

27
Mr. DPS Kohli graduated in 1980 as a Mechanical Engineer with a B.Tech. Degree
from Sambalpur University in Orissa.
He has been honoured with number of recognitions.
• He was awarded the title of "UDYOG VIBHUSHAN for Excellence in
Industrial Performance" by the Institute of Trade and Industrial Development.
• He was awarded the title of "Entreprenuer of the Year" by the Institute of
Trade and Industrial Development in 2003.
• He has been awarded the title of "2008 Top Marketing Man Award" by
IMM, Delhi.
• He was also awarded the title of "Most Admired Fashion Face" at Images
Lycra Fashion Awards 08 Mumbai.

Mr. Kohli is a man of thinking considers himself a servant of God. He believes that
God has made him in charge of a business which he has to run to the best of his
ability. In return, he has given him a good life and a good family. He has also given
him the opportunity to help others, which he will continue doing to the best of his
ability.

B.S. Sawhney
(Managing Director)

The other founding promoter of the company, he looks after Sampling, Merchandsing,
Sourcing and Sales. He is instrumental in company's growth.

28
G.S. Sawhney
(Deputy Managing Director)
The youngest of the company, he looks after the Warehouse,Logistics,Production and
Personnel. He is instrumental in making the growth of the company possible.

29
Mission And Vision

Vision

• To emerge as the most profitable retailer in India by being the most efficient
• To provide contemporary fashion at affordable prices.
• To cut away all areas of distribution and value chain that do not benefit the
consumer.

Mission
• We aim to lead through innovation & improve through introspection to serve
our customers and stakeholders equally and become an efficient and low cost
operator with a commitment to quality.
• We aim to be world leader yet remain firmly rooted to our local markets.

Mantra

• Fashion & Quality @ Affordable Prices


• Respect for the customers views
• Use our vast experience and insights for improved products.
• Stay abreast with international developments
• Achieve volume and sale to be globally competitive.
• Growth through leadership.

30
AWADS AND ACHIEVEMENTS

2009-
• Koutons received the Award of "Emerging Corporate" at the Corp Excel
Award 2008 for National mSME Excellence on 30th Dec, 2009, organized by
Corporation Bank.
• Koutons received "The Value Retailer of the Year" Award of Star Retailer
on 27th November, 2009 organized by Franchise India.
• Koutons received the "Best Clothing Company of the Year" of CMAI?s
Apex Awards on 21st December, 2009.
• Koutons was also nominated for the "Best Advertising Campaign of the Year"
and "Brand of the Year" for CMAI's Apex Award.
• Mr. D.P.S Kohli was awarded for "Retail Excellence" award by Asia Retail
Congress in January, 2009

2008-
• Mr. D.P.S. Kohli, Chairman, Koutons Retail India Ltd. was awarded the title
of “Most Admired Fashion Face” at Images Fashion Awards ‘08 Mumbai
• Koutons Retail India Ltd was award “Most Admired Fashion Group” at
Images Fashion Awards ’08 Mumbai.
• Mr. DPS Kohli was awarded the title of “2008 Top Marketing Man Award”
by IMM, Delhi
• Awarded the “Brand of the Year Casual (SME) : Charlie Outlaw” by CMAI.
• Award of Best Display at India International Garment Fair
• Koutons Retail India Ltd has won the prestigious “Brand of the Year Mens
Casual Wear (Large)” Award at the National Awards for the excellence in
Apparel business organized by CMAI.
• Franchise Award for Excellence in Franchising & Business Development-
Retail.
• Nominated for the Clothing Company of the Year- Domestic by CMAI.
• Nominated for the Best Advertising Campaign of the Year – Retail by CMAI.
• Koutons was nominated in Textile & Apparel Category in Emerging India
Awards by ICICI.

31
2007-
• Mr. DPS Kohli was awarded the title of “UDYOG VIBHUSHAN for
Excellence in Industrial Performance” by the Institute of Trade and Industrial
Development in 2007.
• Koutons Retail India Ltd has won the prestigious “Chain Store of the Year”
Award at the National Awards for the excellence in Apparel business
organized by CMAI.
• Koutons is also credited with another award of “Brand Entrepreneur of the
Year” Award at the APEX AWARDS 2007 organized by CMAI.
• Nominated for the Best Advertising Campaign of the Year- Retail by CMAI

2006-
• Awarded the “Most Dynamic Brand of the Year” by Lycra Images Fashion
Awards
• Awarded the title of “Value Retailer of the Year” by Star Retailer- The
Consumer Way.
• Koutons Retail India Ltd nominated for “Chain Store of the Year” Award at
the National Awards for the excellence in Apparel business organized by
CMAI.
• Nominated for the “Brand of the Year Award – Men’s Casual Wear (Large) at
Apex Award, by the Clothing Manufacturers Association of India Group” at
Images Fashion Awards ’08 Mumbai.

2005- Koutons was nominated for the Brand of the Year Award- Men’s Casual Wear
(Large) by the Clothing Manufacturers Association of India.

2003- Mr. D.P.S. Kohli was awarded the title of “Entrepreneur of the Year” by the
Institute of Trade and Industrial Development

2000- The Company received an award for outstanding Domestic Sales from Clothing
Manufacturers Association of India.

32
1998- The Company received an award for best display of denim clothing from
CMAI- Ashima Group.

1997- The Company was awarded the title of “Best Menswear (Casual) Collection”
by Apparel Exporters and Manufacturers association.

Landmarks

33
BRANDS

KOUTONS MENSWEAR
The well known apparel house, Koutons Retail India Ltd. has unveiled their latest
collection of menswear. This collection offers a wide range of formal and informal
clothing for men for the age group of 18 years and above. Known for their comfort
and durability the brand has become synonymous with 'fashion and quality' at
affordable price'. The collection caters to men which includes the working
professionals.
The collection includes the shirts, T-shirts, pull overs, sweat shirts ,denim and non-
denim trousers, cargo and shorts for men in trendy yet formal shades the collection
also offers a variety of fabrics to choose from. The basic formal shirts are available in
linen and cotton fabrics. The range is also available in blended fabrics. The special
product range wrinkle resistant flaunts ten to twelve colors to choose from. Using
wrinkle-resistant technology the company has sought to introduce a new breed of
weaved hundred percent cotton fabric and blended cotton.
The latest collection of Koutons menswear is a range created for today's generation of
men who wear what they like and firmly believe in themselves. The collection is for
those who like to blend comfort with style.

34
Koutons Retail launches 'Les Femme'

Koutons Retail India Ltd. has unveiled its women wear collection named "Les
Femme". Les Femme collection offers a wide range of formal and casual wear for
women. The collection Les femme caters to young women in the age group of 16-34
yrs of age and includes apparels like t-shirts, party wear, lycra, semi formal shirts,
denims, capris , tunics, cargos denims. The collection makes a fashion statement with
Knits T-Shirt, shirts for formal and casual attire available in full, half and 3/4th
sleeves etc.
Les Femme offers the new high fashion range which has lot of sequence and bedded
work done on the apparels. Satin and lycra are presented in dazzling colors and
reminiscent patterns. The collection makes a fashion statement in itself at affordable
prices.
The range is in sync with the changing moods of the youth and working class, which
go in for care free and relaxed lifestyle, Les Femme provides them with comfortable
but classy wear. Les Femme is a brand created for a generation of women who wear
what they like and firmly believes in individual personality. Almost every piece
designed and created for 'Les Femme' collection depicts timeless creation blended
with sophisticated simplistic detail.

35
Koutons Retail launches Koutons Junior for kids

All set to redefine the kids wear market in the country, Koutons Retail India Ltd. has
unveiled the Koutons Junior collection exclusively meant for the fashion conscious
kids of 21st century. The collection offers a wide range of trendy and playful apparels
for kids. Known for their comfort and durability, the brand has become synonymous
with 'fashion and quality at affordable prices'. Koutons Junior offers a wide range of
apparels t-shirts, shirts, night wear, capris, cargos, denims, dangris to denim skirts for
boys and girls in the age group of 2-15yrs.

Right from providing formals and casual for boys and girls, Koutons Jr. offers a
youthful and trendy blend of bright shades and wintery hues along with playful cuts
and patterns for kids. The yarn used in Koutons Jr. 100% cotton,100% acrylic, lambs
wool blend. The all new kids range is made from superior quality fabrics keeping in
mind the delicate and sensitive skin of children so the natural fibers used in the
apparels are soft in feel for young kids.

Koutons Besides the normal range of apparels a special range of accessories is also
available which includes bags, sun glasses, swim glasses, pencil boxes, bottles, caps,
belts ties and many more.

36
INTRODUCTION TO
RECRUITMENT

37
INTRODUCTION TO TOPIC

RECRUITMENT AND SELECTION


RECRUITMENT:

Recruitment is concerned with developing suitable techniques for attracting more and
more candidates. The aim of personnel planning is to determine the needs for persons
both in terms of number and type. For deciding about the number both present and
future requirements should be taken into account. If there are expansion plans in near
future then these requirements should also be considered. Besides number, the type of
persons needed is also important. The educational and technical requirements to
manage various jobs should e properly analyzed so that right type of persons are
employed.

Recruitment is sometimes confused with employment. The two are not one and the
same. Recruitment is just one step in the process of employment. Recruitment is a
linkage activity bringing together those with jobs and those seeking jobs. When more
persons apply for jobs then there will be scope for recruiting better persons.

DEFINITION :
“Recruitment is the process of searching for prospective employees and stimulating
and encouraging them to apply for jobs in an organization.”

RECRUITMENT POLICY :
It specifies the objective of recruitment and provides a framework for the
implementation of the recruitment programme. A recruitment policy may involve
commitment to broad principles such as filling vacancies with the best-qualified
individuals. It may also involve the organizational system to be developed for
implementing recruitment programme and procedure to be employed.

38
ELEMENTS OF GOOD RECRUITMENT POLICY :
A good recruitment policy must contain the following elements:
1) Organizational objectives :
Both short term and long term organizational objectives must be taken
into consideration.
Identification of recruitment needs :
The recruiters should prepare profiles for each category of workers and
accordingly work out the main specifications, decide the sections,
departments or branches where they should be placed.
2) Preferred sources of recruitment :
The sources of recruitment should be identified properly.
3) Criteria of selection and preferences :
4) Monetary aspects :
The cost of recruitment and financial implications of the same have to
be kept in mind also.

PRE-REQUISITES OF GOOD RECRUITMENT POLICY :


1) It should be in conformity with the general personnel policies.
2) It should be flexible enough to meet the changing needs of the
organization.
3) It should provide employees with job security and continuous
employment.
4) It should integrate organizational needs and employee needs.
5) It should match the qualities of the employees with the requirements of the
work for which they are employed.
6) It should highlight the necessity of establishing job analysis.

39
FACTORS AFFECTING RECRUITMENT :
Every organization, big or small has to engage in recruitment of persons, recruitment
has two aspects-
1) To find out the number of vacancies to be notified and the type of applicants
needed to fill them.
2) To approach the potential applicants to apply for such vacancies.

No organization can recruit successfully without taking into


consideration the following factors –
1) The Economic Factors –
The economic conditions of a country influence the recruitment
process in all organization. The globalization and liberalization of
Indian economies since 1991 onwards has resulted in a boom in Retail
services in India. As a result of the new economic policy, the demands
of well
2) The Social Factors –
These also affect the recruitment policy of an organization. Social
changes in the past two decades in India, have forced organization to
place increased emphasis on recruitment. The mentality of modern
employees has changed from just any job to a satisfying career.
3) The Technological Factors –
New technology have created new jobs and existing jobs have
undergone rapid changes. Several old jobs have disappeared from the
scene.
4) The Legal Factors –
The different legislative policies governing child labour, night shifts,
bonded labour etc. have brought legal environment to a major factor.

40
PROCESS OF RECRUITMENT -

It passes through the following stages :


1) Recruitment process begins when personnel department receives
requisition for recruitment from any department of the company.
2) Locating and developing the sources of required number and type of
employees.
3) Identifying the prospective employees with required characteristics.
4) Developing the techniques to attract the desired candidates.
5) The next stage in the process is to stimulate as many candidates as
possible.
6) Evaluating the effectiveness of recruitment process.

41
SOURCES OF RECRUITMENT

Before an organization actively begins to recruit applicants it should consider the


mostly likely source of the type of employee it needs. Some companies try to develop
new sources while most try to tackle the existing sources they have. These sources
accordingly may be termed as internal and external.

Internal Sources –
This is one of the important sources of recruitment. The employees already
working in the organization may be more suitable for higher jobs than those recruited
outside. Internal sources consist of the following :
1) Present Employees :
Promotions and transfers among the present employees can be a good
source of internal recruitment.
2) Employee Referrals :
In an organization with a large number of employees referrals can
provide quite a large pool of potential organizational members.
3) Former Employee :
These are another internal source of recruitment. Some retired
employees may be willing to come back to work.
4) Previous Employees :
Those who have previously applied for jobs can be contacted by mail.

42
External Sources :
These are as follows –
1. Advertisement
2. Professional Organization
3. Data Bank
4. Walk in
5. Recruiting Agencies
6. Competitors
7. Displaced Persons
8. E-recruitment
12. Cold calling

RECRUITMENT PROCESS WHICH COMPANY ADOPTS –


1) Internal sources
2) Advertisement
3) Consultants
4) Data banks

SELECTION OF SALES EXECUTIVE/CUSTOMER SERVICE EXECUTIVE

UNDERSTANDING SELECTION PROCESS


Recruitment function helps the organization to develop a pool of prospective human
resources. It is difficult for the HR manager to employ the suitable people out of the
pool. Infact, many organizations face critical problems in choosing the people.
Selection techniques and methods reduce the complexities in choosing the right
candidates for the job. After identifying the sources of human resources, searching for
prospective employees and stimulating them to apply for jobs in an organization, the
management has to perform the function of selecting the right employees at the right
time. The obvious guiding policy in selection is the intention to choose the best
person who have good social contact. The objective of the selection decision is to
choose the individual who can most successfully perform the job from the pool of
qualified candidates. The selection procedure is the system of functions and devices
adopted in a given

43
company to ascertain whether the candidate specifications are matched with the job
specifications and requirements or not.
The selection process can be successful if the following requirements are satisfied:
 Someone should have the authority to select. This authority comes
from the employment requisition, as developed by an analysis to the
workload and work force.
 There must be some standard of personnel with which a prospective
employee may be compared, i.e. a comprehensive job description and
job specification should be available before hand.
 There must be a sufficient number of applicants from whom the
required number of employees may be selected.
The ability of an organization to attain its goal effectively and to develop in a
dynamic environment largely depends upon the effectiveness of its selection
programme. If the right person is selected, he is valuable asset to the organization.

SELECTION PROCEDURE:
Selection procedure employs several methods of collecting information about the
candidates qualifications, experience, physical and mental ability, nature and
behavior, knowledge and aptitude for judging whether a given applicant is suitable or
not for the job. Therefore the selection procedure is not a single act but is essentially a
series of methods or stages by which different types of information can be secured
through various selection techniques. At each step facts may come to light, which are
useful for comparison with the job requirement and employee specifications.
Steps in Scientific Selection Procedure:
 Job analysis
 Recruitment
 Application form
 Written examination
 Preliminary interview
 Tests
 Medical examination
 Reference checks
 Line manager s decision

44
IN DETAIL EXPLANATION:

(A) JOB ANALYSIS:


Job analysis is the basis for selecting the right candidates. Every organization should
finalize the job analysis, job description, job specification and employee
specifications before proceeding to the next step of selection.

(B) HUMAN RESOURCE PLAN:


Every company plans for the required number of and kind of employees for a future
date. This is the basis for recruitment function.

(c) RECRUITMENT:
Recruitment refers to the process of searching for prospective employees and
stimulating them to apply for jobs in an organization. It is the basis for the remaining
technologies of the screening the candidates in order to select the appropriate
candidates for the jobs.

(D) DEVELOPMENT OF BASES FOR SELECTION:


The company has to select the appropriate candidates from the pool of applicants. The
company develops or borrows the appropriate bases/techniques for screening the
candidates in order to select the appropriate candidates for the jobs.

(E) APPLICATION FORM:


Application form is also known as application blank. The techniques of application
blank are traditional and widely accepted for securing information from the
prospective candidates. It can also be used as a device to screen the candidates at the
preliminary level. Many companies formulate their own style of application forms
depending upon the requirement of
information based on the size of the company, nature of business activities, type and
level of the job etc. Information is generally required on the following items in the
application forms:
 Personal background information

45
 Educational qualifications
 Work experience
 Salary (drawing and expecting)
 Personal attainments including likes and dislikes
 References

(F) WRITTEN EXAMINATION:


Organizations have to conduct written examination for the qualified candidates after
they are screened on the basis of the application blanks so as to measure the candidate
s ability in arithmetical calculations, to know the candidate s attitude towards the job,
to measure the candidate s aptitude, reasoning, knowledge in various disciplines,
general knowledge and English language.

(G) PRELIMINARY INTERVIEW:


The preliminary interview is to solicit necessary information from the prospective
applications and to assess the applicant s suitability to the job. An assistant in the
personnel department may conduct this preliminary interview. The information thus
provided by the candidate may be related to the job or personal specifications
regarding education, experience, salary
expectations, attitude towards job, age, physical appearance and other requirements
etc. Thus, preliminary interview is useful as a process of eliminating the undesirable
and unsuitable candidates. If a candidate satisfies the job requirements regarding most
of the areas, he may be selected for further process. Preliminary interviews are short
and known as stand up interviews or sizing up of the applicants or screening
interviews. However, certain required amount of care is to be taken to ensure that the
desirable workers are not eliminated. This interview is also useful to provide the basic
information about the company to the candidate.

(H) BUSINESS GAMES:


Business games are widely used as a selection technique for selecting management
trainees, executive trainees and managerial personnel at junior, middle and top
management positions. Business games help to evaluate the applicants in the areas of
decision-making, identifying the potentialities, handling the situations, problem-

46
solving skills, human relations skills etc. participants are placed in a hypothetical
work situation and are required to play the role situations in the game. The hypothesis
is that the most successful candidate in the game will be most successful one on the
job.

GROUP DISCUSSION is used in order to secure further information regarding the


suitability of the candidate for the job. Group discussion is a method where groups of
the successful applicants are brought around a conference table and are asked to
discuss either a case study or subject
matter. The candidates in the group are required to analyze, discuss, find alternative
solutions and select the sound solution. A selection panel then observes the candidates
in the areas of initiating the discussion, explaining the problem, soliciting unrevealing
information based
on the given information and using common sense, keenly observing the discussion of
others, clarifying controversial issues, influencing others, speaking effectively,
concealing and mediating arguments among the participants and summarizing or
concluding aptly.
The selection panel, based on its observation, judges the candidate s skill and ability
and ranks them according to their merit.
In some cases, the selection panel may also ask the candidates to write the summary
of the group discussion in order to know the candidate s writing ability as well.

47
Types of test:
Tests are classified into six classes, each class is again divided into different types of
tests. They are:
APTITUDE TESTS:
These tests measure whether an individual has the capacity or latent ability to learn a
given job if given adequate training. Aptitudes can be divided into general and mental
ability or intelligence and specific aptitudes such as mechanical, clerical, manipulative
capacity etc. General aptitude test is of two types namely intelligence quotient (IQ)
and emotional quotient (EQ).
(1) Skill tests:
These tests measure the candidate s ability to do a job perfectly and intelligently.
These tests are useful to select the candidates to perform artistic jobs, product design,
design of tools, machinery etc. The candidates can be selected for assembly work,
testing and inspection also.
(2) Mechanical aptitude tests:
These tests measure the capabilities of spatial visualization, perceptual speed and
knowledge of mechanical matter. These tests are useful for selecting apprentices,
skilled, mechanical employees, technicians etc.
(3) Psychomotor tests:
These tests measure abilities like manual dexterity, motor ability and eyehand
coordination of candidates. These tests are useful to select semi-skilled workers and
workers for repetitive operations like packing and watch assembly.
(4) Clerical aptitude tests:
These types of tests measure specific capacities involved in office work. Items of this
tests include spelling, computation, comprehension, copying, word measuring etc.

48
ACHIEVEMENT TESTS:
These tests are conducted when applicants claim to know something as these tests are
concerned with what one has accomplished. These tests are more useful to measure
the value of a specific achievement when an organization wishes to employ
experienced candidates. These tests are classified into (a) job knowledge test and (b)
work sample test. Thus, the candidate s achievement in his career is tested regarding
his knowledge about the job and actual work experience.

SITUATIONAL TESTS:
This test evaluates a candidate s in a similar real life situation. In this test the
candidate is asked either to cope with the situation or solve critical situations of the
job.
(1) Group discussion:
This test is administered through the group discussion approach to solve a problem
under which candidates are observed in the areas of initiating, leading, proposing
valuable ideas, conciliating skills, oral communicating skills, coordinating and
concluding skills.
(2) In basket:
Situational test is administered through in basket method. The candidate in this test is
supplied with actual letters, telephone and telegraphic message,reports and
requirements by various officers of the organization, adequate information about the
job and organization. The candidate is asked to take decisions on various items based
on the in basket information regarding requirements in the memoranda.

INTEREST TESTS:
These tests are inventories of the likes and dislikes of candidates in relation to work,
job, occupations, hobbies and recreational activities. The purpose of this test is to find
out whether a candidate is interested or disinterested in the job for which he is a
candidate and to find out in which area of the job range/occupation the candidate is
interested. The assumption of this test is
that there is a high correlation between the interest of a candidate in a job and job
success. Interest inventories are less faked and they may not fluctuate after the age of
30.

49
PERSONALITY TESTS:
These tests prove deeply to discover clues to an individual s value system, his
emotional reactions and maturity and characteristic mood. They areexpressed in such
traits like self-confidence, tact, distrust, initiative, emotional control, optimism,
decisiveness, sociability, conformity,objectivity, patience, fear, judgment dominance
or submission, impulsiveness, sympathy, integrity, stability and self-confidence.
(1) Objective tests:
Most personality tests are objective tests as they are suitable for group testing and can
be scored objectively.
(2) Projective tests:
Candidates are asked to project their own interpretation of certain standard stimulus
basing on ambiguous pictures, figures etc. under these tests. Personality tests have
disadvantages in the sense that sophisticated candidates can fake them and most
candidates give socially acceptable
answers. Further, personality inventories may not successfully predict job success. A
number of corrective measures tried as personality inventories are widely subject to
faking. They are:
 Forced choice of Edward s personnel preference schedule.
 Gordon personal profile.
 The Minnesota Multi-phasic Inventory offers different methods for
identifying faking. The faking can be countered by repeating the same
question in different parts to measure consistency.

MULTI-DIMENSIONAL TESTING:
However, the need for multi-skills is being felt be most of the companies consequent
upon globalization, competitiveness and the consequent customer-centered strategies.
Organization have to develop multidimensionaltesting in order to find out whether the
candidates possess a variety of skills or not, candidate s ability to integrate the multi-
skills and potentiality to apply them based on situational and functional requirement.

50
(J) INTERVIEW:
Final interview follows after tests. This is the most essential step in the process of
selection. In this step the interviewer matches the information obtained about the
candidate through various means to the job requirements and to the information
obtained through his own observation during the interview. The different types of
interviews are:

PRELIMINARY INTERVIEW:
(1) Informal interview:
This is the interview, which can be conducted at any place by the person to secure the
basic and non-job related information. The interaction between the candidate and the
personnel manager when the former meets the latter to enquire about the vacancies or

51
additional particulars in connection with the employment advertisement is an example
of the informal interview.

(2) Unstructured interview:


In this interview, the candidate is given the freedom to tell about himself by revealing
his knowledge on various items/areas, his background, expectations, interest etc.
Similarly, the interviewer also providesinformation on various items required by the
candidate.

CORE INTERVIEW:
It is normally the interaction between the candidates and the line executive or experts
on various areas of job knowledge, skill, talent etc. This interview may take various
forms like:
(1) Back ground information interview:
This interview is intended to collect the information which is not available in the
application blank and to check that information provided in the application blank
regarding education, place of domicile, family, health, interest, hobbies, likes, dislikes
and extra curricular activities of the applicant.
(2) Job and probing interview:
This interview aims at testing the candidate s job knowledge about duties, activities,
methods of doing the job, critical/problematic areas, methods of handling those areas
etc.
(3) Stress interview:
This interview aims at testing the candidate s job behavior and level of understanding
during the period of stress and strain. The interviewer tests candidate by putting him
under stress and strain by interrupting the applicant from answering, criticizing his
opinions, asking questions pertaining to unrelated areas, keeping silent for unduly
long periods after he has finished
speaking etc. Stress during the middle portion of the interview gives effective results.
Stress interview must be handled with utmost care and skills. This type of interview is
often invalid, as the interviewer s need for a job and his previous experience in such
type of interviews may inhibit his actual behavior under such situations.

52
(4) Group discussion interview: There are 2 methods of conducting group discussion
interviews, viz. group interview method and discussion interview method. All the
candidates are
brought into one room and are interviewed one by one under group interview. This
method helps a busy executive to save valuable time and gives a fair account of the
objectivity of the interview to the candidates. Under the discussion interview method,
one topic is given for discussion to
the candidates who assemble in one room and they are asked to discuss the topic in
detail. This type of interview helps the interviewer in appraising
certain skills of the candidates like initiative, inter-personal skills, dynamism,
presentation, leading, comprehension, collaboration etc. Interviewers are at ease in
this category of interview because of its informality and flexibility.
(5) Formal and structured interview:
In this type of interview, all the formalities, procedures like fixing the value, time,
panel of interviewers, opening and closing, intimating the candidates officially etc. are
strictly followed in arranging and conducting interview. The course of the interview is
preplanned and structured, in advance, depending on job requirements.
(6) Panel interview:
A panel of experts interview each candidate, judges his performance individually and
prepares consolidated judgement. This type of interview is known as panel interview.
Interviewers for middle level and senior level mangers are normally conducted are the
panel of experts.
(7) Depth interview:
In this interview, the candidate would be examined extensively in core areas of job
skills and knowledge. Experts test the candidate s knowledge in depth. Depth
interviews are conducted for specialist jobs.

DECISION-MAKING INTERVIEW:
After the experts including the line managers of the organization in the core areas of
the job examine the candidates, the head of the department/section concerned
interviews the candidates once again, mostly through informal discussion. The
interviewer examines the interest of the candidate in the job, organization,
reaction/adaptability to the working conditions, career

53
planning, promotional opportunities, work adjustment and allotment etc. The
personnel manger also interviews the candidates with a view to find out his
reaction/acceptance regarding salary, allowances, benefits, promotions, opportunities
etc. The head of the department and the personnel manager exchange the view and
then they jointly inform their decision to the
chairman of the interview board, which finally makes the decision about the candidate
s performance and their ranks in the interview. Most of the organizations have
realized that employee s positive attitude matters much rather than employee s skill
and knowledge. Employees with positive attitude contribute much to the organization.
Hence, interviewers look for the candidates with the right attitude while making final
decision.

(K) MEDICAL EXAMINATION:


Certain jobs require certain physical qualities like clear vision, perfect hearing
unusual stamina, tolerance of hardworking conditions, clear tone etc. Medical
examination reveals whether or not a candidate possesses these qualities. Medical
examination can give the following information:
 Whether the applicant is medically suited for the specific job
 Whether the applicant has health problems or psychological attitudes
likely to interfere with work efficiency or future attendance.
 The offer. Whether the applicant suffers from bad health which should
be corrected before he can work satisfactorily
 It reveals the applicant s physical measurements and
 It is used to check the special senses of the candidates.

(L) REFERENCE CHECKS:


After completion of the final interview and medical examination, the personnel
department will engage in checking references. Candidates are required to give the
names of references in their application forms. These references may be from the
individuals who are familiar with the candidates academic achievement or form the
applicant s previous employer, who is well versed with the applicant s job
performance, and sometimes from coworkers. Incase the reference check is from the
previous employer; information for the following areas may be obtained. They are job

54
title, job description, and period of employment, pay and allowances, gross
emoluments, benefits provided, rate of absence, willingness of the previous employer
to employ the candidate again and soon. Further, information regarding candidate s
regularity at work, character, progress etc. can be obtained.
Often a telephone call is much quicker. The method of mail provides detailed
information about the candidate s performance, character and behavior. However, a
personal visit is superior to the mail and telephone methods and is used where it is
highly essential to get the detailed, actual
information, which can also be secured by observation. Reference checks are taken as
a matter of routine and treated casually or omitted entirely in many organizations. But
a good reference check used sincerely will fetch useful and reliable information to the
organization.

(M) FINAL DECISION BY THE LINE MANAGER:


The line manager concerned has to make the final decision whether to select or reject
a candidate after soliciting the required information through techniques discussed
earlier. The line manager has to take much care in taking the final decision not only
because of economic implications but alsobecause of behavioral and social
implications. A careless decision of rejecting would impair the morale of the people
and they would suspect the selection procedure and the basis of selection of this
organization. A true understanding between line managers and personnel managers
should be established to take proper decisions.

(N) JOB OFFER:


Thus, after taking the final decision, the organization has to intimate this decision to
the successful as well as unsuccessful candidates. The organization offers the job to
the successful candidates either immediately or after some time depending upon its
time schedule. The candidate after receiving job offer communicates his acceptance to
the offer or requests the company to modify the terms and conditions of employment
or rejects the offer.

(O) EMPLOYMENT: The company may modify the terms and conditions of
employment as

55
requested by the candidate. The company employs those candidates who accept the
job offer with or with out modification of terms and conditions of employment and
place them on the job.
With the employment of the candidate the recruitment and selection process is
completed.

56
RECRUITMENT AND SELECTION AT KOUTONS

Recruitment is the process of attracting prospective candidates who are likely to get
selected. Recruitment process starts with the drafting of advertisement for the required
post mentioning the name of the post, qualifications required, place of posting etc. the
advertisement is released in all major and national newspaper across the country. Not
only print media, but other media like internet is also used for posting the
advertisement. Placement agencies and educational institutions are considered if the
requirements are for fresh graduates. Employee references by are also encouraged.
After receiving the applications, it is initially screened by HR division based on
minimum requirements and qualifications prescribed for the post. Screened
applications from HR division are sent to respective divisional heads for their
screening in case of applications for higher posts. Selection is the process of selecting
right candidates from the list of prospective candidates. Selection process involves
tests, interviews, group discussions, psychometric tests or a combination of these
depending on the nature or sensitivity of the level and the post. For technical posts,
tests are used as elimination means while for some other posts like management
trainee, tests are not used as elimination means. The shortlisted candidates are called
for the final interview. Regret letters are sent to those who are not shortlisted.
Background checking of the shortlisted candidates is done to ensure that they will fit
with the culture of the organization. Job offers are made to the selected candidates and
they are asked to give their confirmation that they accept the job offer. On receiving
their confirmation, appointment letter is prepared by personnel and administration
division and given to the candidate at the time of joining. Salary offer is a part of
Human resource division while personnel and administration division handles salary
administration.

57
OBJECTIVES OF THE
STUDY

58
OBJECTIVES OF THE STUDY
Objective

• To know the procedure of recruitment and Selection at KOUTONS Services


Limited.
• To analyse the effectiveness of this very important function in term of
development of the organization and the individual.
• To know about the HR policies followed in the organization.
• To know the sources of recruitment and selection.
• To know about the methods of selection being undertaken at the time of
selection of candidates.
• To know the requirement of the process.
• To analyse the factor this in turn helps in minimizing the cost of recruitment and
selection procedure.
• To know the outcome of the whole procedure and process.

Hypothesis
A Hypothesis is a statement about the population parameter. It is a procedure
that helps us to decide whether the hypothesized population parameter value is to be
accepted or rejected by making use of the information obtained from sample.

The Statement is Formulation As


• Null Hypothesis
• Alternative Hypothesis
The null hypothesis (H0) of the study
H0:-The present process of recruitment and selection is satisfactory\
The alternative hypothesis (H1) of the study
H1:-The present process of recruitment and Selection is not satisfactory

59
RESEARCH
METHOLOGY

60
RESEARCH METHOLOGY

Research methodology is a way to systematically solve the research problem. when


we talk of research methodology we not only talk of research methods but also
considers the logic behind the methods we use in the context of our research studies
and explain why we are not using the other methods so that research result are capable
of being evaluated either by the researcher himself or by others.

The purpose of this section is to describe the methodology carried out to complete the
work. The methodology plays a dominant role in any research work. The
effectiveness of any research work depends upon the correctness and effectiveness of
the research methodology.

Research process consists of a number of closely related activities. But such activities
overlap continuously and do not follow a strictly prescribed sequence.

The following order concerning various steps provides a useful procedural guideline
regarding the research process:

1. Formulating the research problem.

2. Extensive literature survey.

3. Developing the hypothesis.

4. Preparing the research design.

5. Determining sample design.

6. Collecting the data.

7. Execution of the project.

8. Analysis of data.

9. Hypothesis testing.

10. Generalization and interpretation.

11. Preparation of the report

12. Formulating the research problem.

61
13. Extensive literature survey.

14. Developing the hypothesis.

15. Preparing the research design.

16. Determining sample design.

17. Collecting the data.

18. Execution of the project.

19. Analysis of data.

20. Hypothesis testing.

21. Generalization and interpretation.

22. Preparation of the report

DATA COLLECTION
DATA is defined as raw facts that need to be processed so that information is
produced. For achieving useful results it is necessary to collect accurate data. If the
data on which our generalizations are based are not correct it would be impossible to
arrive at accurate and vital conclusions. For getting the useful results of the research it
is very necessary to consider methods of collecting data and the quantity of
information they be expected to produce.

KINDS OF DATA COLECTIONS

PRIMARY DATA

SECONDARY DATA

Primary data:
Primary data are those, which are collected for a specific purpose directly from the
field of enquiry and thus original in nature. The authorities themselves publish such
data such as government; civil bodies, trade associations etc. and they are also
responsible for their collection. Individuals such as economists and institutions like

62
banks etc. can collect primary data fore a specific purpose directly form the field of
enquiry by engaging trained investigators.

A data which is collected very first time to a specific purpose not have been use for
any other purpose is called primary data.

METHODS OF COLLECTING PRIMARY DATA

• QUESTIONNAIRES

• SAMPLE

• PERSONAL INTERVIEW

• SCHEDULES

Secondary data :
Secondary data are such numerical information, which have been for already
collected by some agency for a specific purpose and are subsequently compiled
form that source for application indifferent connection.

METHODS OF COLLECTING SECONDRY DATA

• INTERNET

• MAGAZINE

• ANY PRIOR REPORT OF THE COMPANY

• NEWSPAPERS

SAMPLE DESIGN

DATA : Primary data

RESERCH DESIGN : Exploratory research design

FORMAT OF DESIGN : Questionnaires

SAMPLE SIZE : 100 Employees

AREA : Jaipur Dairy KOUTONS , Jaipur

DATA COLLECTION METHOD : Through questionnaires

63
DATA ANALYSIS

64
DATA ANALYSIS

Q.1 Is there any recruitment and selection procedure followed in KOUTONS?

10%
13%

Very Often
Often
Sometime

77%

Mostly 77% of Recruitment & selection Procedure followed in KOUTONS is Very


often. 13% & 10% of Recruitment & selection Procedure followed in KOUTONS is
often and Sometime.

65
Q.2 By which method you are called?

15%

Externally
Internally

85%

85% Recruitment & selection process in KOUTONS is done Externally & 15% is
done Internally.

66
Q.3 The sources used for recruitment and selection are suitable?

11% 3%

yes
No
Don't Know

86%

yes 86% of the sources used for recruitment and selection are suitable. Don’t know &
NO 3%, 11% sources used for recruitment and selection are suitable.

67
Q.4 Do you know the job description before the recruitment and selection process?

20%

Fully
Partially
13% Unware
67%

67% employees are fully aware of the Job Description, before Recruitment &
Selection Process. 20% & 13% employees are partially aware & unaware

68
Q.5 Did you feel that interview was just formality?

4%
23%

yes
No
Don't Know

73%

23% of Employees feel that interview was just formality. 73 % of Employees thing
that interview was not formality.

69
Q.6 Does the company ask for references at the time of selection?

4%
13%

83%

yes No Don't Know

83% employees said yes the company asks for references at the time of selection. 4%,
13% Employees said Don’t know and No the company ask for references at the time
of selection.

70
Q.7 Do you feel that it is correct manner to measure your suitability for the job?

6%
16%

78%

yes No Don't Know

78% Employees agree that it is correct manner to measure your suitability for the job.
16%, 6% Employees don’t agree that it is correct manner to measure your suitability
for the job

71
Q.8 Did you face any problem at the time of joining?

2%
20%

yes
No
Don't Know

78%

78% Employees face some problem at the time of joining

72
Q.9 Does the company post position on the job site and internet searches?

10% 2%

yes
No
Don't Know

88%

The company post position on the job site and internet searches 88%.
The company No and Don’t Know post position on the job Site and internet searches
10% and 2%.

73
Q.10 In case of external recruitment does the company compensate the employees for
expenses made by them?

5%
11%

yes
No
Don't Know

84%

Almost 84% of the Employees respond that company Compensate the expenses
incurred at external recruitment.

74
Q.11 Does the recruitment and selection process contributes to the efficiency of the
company?

7%
11%

yes
No
Don't Know

82%

Above 82% Employees are in favour of the recruitment and selection process
contributes to the efficiency of the company

75
Q 12.Will screening interviews are conducted?

5% 2%

yes
No
Don't Know

93%

About 93% of the Employees State that the screening interviews are conducted.

76
CONCLUSION

77
CONCLUSION

REQUIREMENT
‘Necessity is the mother of invention’ this is true everywhere. In the study first of all I
tried to find out the cause of the process of Recruitment and selection.
I got to know that in KOUTONS major cause for the process is its Expansion and
other reasons is Resignation.
SOURCES
There are two method of Recruitment i.e. External and Internal. Through the survey it
can be concluded that KOUTONS adopts both the modes of recruitment but
preference is given to external mode of recruitment so that to include the best stuff of
people.
METHOD
Various tests are involved at selection stage. Although it depends on the group and
also on number of requirement but if I conclude on an average mostly interview is the
most adopted test for selection but Recruitment and selection process is changed
according to group and requirement so it can be said that it is elastic process not the
rigid one through it has its own policy for the process.
OUTCOME
From the survey it can be concluded that efforts were made to select the
knowledgeable and skilled person then emphasis is given for experienced person but
the outcome is not always the same as desired.
IMPROVEMENT
Although the system of Recruitment and selection process in KOUTONS is
appropriate but still there are some chances for improvement if proper manpower
planning is done.

Based on the study conducted in KOUTONS I randomly collected the data of the
number of candidates interviewed and number of candidates selected. The results
are depicted through the following line graph.

78
SUGGESTIONS &
RECOMMENDATION

79
SUGGESTIONS & RECOMMENDATION

 To recruit the right number of the right type of people.


 The system of recruiting executives should be reviewed and improved upon at
definite intervals.
 Too much time is taken in the recruitment and selection procedures which may
result in loss of capable candidates.
 A constant research must be needed to update the recruitment and selection
process.
 The campus recruitment must be done to infuse fresh talent and save on costs.
 There should be constant feedback from executives or employees
benchmarking in order to have a check on recruitment process.
 By offering management diplomas and MBA courses.
 Too much stress and rigidity on joing formalities should not be given.
 The references given by the candidates at the time of selection should be
brought into use and should be verified in order to avoid undesired candidates.
 Creation of database of the entire applicant who apply.
 Employees should be encouraged for regular suggestions

LIMITATIONS OF STUDY

• Study is conducted for KOUTONS only.


• Sample size of number of candidates for the analysis varies.
• Analysis is made on the basis of walk-ins only.
• Data available are confidential and limited. Hence, conclusions may
not be 100% accurate.
• Lack of proper workflow in the organization.
• True potential of employees are not utilized

Organization does not have proper induction programmer for the new
joiners.

80
ANNEXURE

Q.1 Is there any recruitment and selection procedure is followed in KOUTONS ?

Very often □ Often □ Sometimes □

Q.2 By which method you are called?

Internal □ External □

Q.3 The sources used for recruitment and selection are suitable?

Yes □ No □ Don’t know □

Q.4 Do you know the job description before the recruitment and selection process?

Yes □ No □ Don’t know □

Q.5 Did you feel that interview was just formality?

Yes □ No □ Don’t know □

Q.6 Does the company ask for references at the time of selection?

Yes □ No □ Don’t know □

Q.7 Do you feel that it is correct manner to measure your suitability


for the job?
Yes □ No □ Don’t know □

Q.8 Did you face any problem at the time of joining?


Yes □ No □ Don’t know □

81
Q.9 Does the company post position on the job site and internet
Searches?
Yes □ No □ Don’t know □

Q.10 In case of external recruitment does the company compensate


the employees for expenses made by them?
Yes □ No □ Don’t know □

Q.11 Does the recruitment and selection process contributes to the


efficiency of the company?
Yes □ No □ Don’t know □

Q 12.Will screening interviews be conducted?


Yes □ No □ Don’t know □

82
BIBLIOGRAPHY

Through Website:-
• www.google.com
• www.answer.com

Database maintained by “KOUTONS”


Through Books:
“ Aswathapa, k.: Human Resource Management, Himalaya Publishing House, Ed
Forth.401.”
“Memoria, C.B., Human Resource Management, Himalaya Publishing House, Ed
2nd”
“Tripathi, P.C.: Human Resource Management and Industrial Relations, Himalya,
Publishing House, New Delhi, Ed. 2nd “
“Rao, P.Subba. Human Resource Management and Industrial Relations, Himalya
Publishing House, New Delhi, Ed. 2nd

83