MGT201 (Organizational Behavior)

Section: 08

Department: BBS

Semester: Spring 2019

Submitted By

Name :- ID :-
1) Sayed Rasheduzzaman Rashed 18304081
2) Azmine Ikthder 18304085
3) M.Nisorgo Islam 17204007
4) Rayhan jamil 18104154

Submitted To:

Md. Shezanur Rahman

BRAC University

Submission Date: 30th March, 2019

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 Acknowledgement

Having a successful investigatory project is really a great pleasure to us. Yet all these will not
have been possible if not for the hard work, persistence and cooperation among the researchers.
We would like to extend our sincerest appreciation to the following people who helped
accomplish the investigatory project. They are the people who contributed much for the success
of this endeavor.

First of all, we would like the benefactors who have shown their never ending support and
provided us with necessary materials we needed.

Secondly, it is our concession to thank Md. Shezanur Rahman, Lecturer at BRAC University,
for giving us the opportunity to work with the project and also for giving us the privilege to
explore the project in writing and for showing a great deal of patience throughout the time. We
would also like to convey our deep gratitude to Kazi Karimur Rahman, Manager of HR &
Admin.Above all, we would like to thank God for giving us the gift of wisdom and
understanding and for answering our prayers.

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Letter of Transmittal
Date: 23 March, 2019

To

General Manager

Dekko Legacy

Road-27 (old), Dhanmondi-1207

Dhaka, Bangladesh

Subject: Seeking permission to collect information about your organization.

Dear Sir/Madam,

BRAC University wants its students to learn not just in class rooms but also in the work environment so
that they will learn from the practitioners in the real life situation. As a part of this learning objective,
the BBA students of the course MGT-201 (Organizational Behavior) are required to visit selected
business organization, study the business environment of the organization and prepare a report for
presentation and discussion in the class room. The following BBA student would like to visit your
esteemed organization to collect theoretical and financial information regarding term paper project. It
can be assured that the collected information will be used for learning purpose only and will not be
made public except for presentation in front of the students in a class room.

I shall be very happy if you kindly accord permission to the proposed visit and thereby facilitate learning
of the student.

Thank you.

Yours sincerely,

Md. Shezanur Rahman

Lecturer

BRAC Business School

ID Name of the Students

18304081 Sayed Rasheduzzaman Rashed

18304085 Azmine Ikhthder

17204007 M.Nisorgo Islam

18104154 Rayhan Jamil

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Table of Content

Executive Summary………………………………………………………………………………… 05
Introduction and origin of report……………………………………………………………. 06
Purpose statement…………………………………………………………………………………. 06
Objectives………………………………………………………………………………………………. 06
Scope……………………………………………………………………………………………………… 06
Limitations ……………………………………………………………………………………………… 07
Methodology …………………………………………………………………………………………. 07
Main body …………………….…………………………………………………………………..…… 08-09
Departments …………………………………………………………………………………………… 09-13
Job Satisfaction Measurement……………………………………………………………… 14-15
Outcomes of Job Satisfaction of the Employees……………………………………. 16-17
Key findings…………………………………………………………………………………………… 18-19
Conclusion and recommendation ……………………………………………………………. 20
Appendix…………………………………………………………………………………………………. 21
Bibliography and References …………………………………………………………………… 21-22

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Executive Summary

The task in our hands which was assigned to us as part of our MGT201 (Organizational
Behavior) . DEKKO LEGACY is one of the emerging and successful companies of Bangladesh.
The company has achieved great heights by launching different types of products which fulfill
the need of consumer of Bangladesh. Behind the success of the DEKKO LEGACY the
employees and field workers have worked very hard. This project is entirely based on our own
research that we have made over the internet and the recent business news we could lay our
hands on as well as interviews we could conduct within the employee’s. We have discussed
about the different department within the company and their way of dealing with the different
HR problems. Next, we have explained about major key findings (big five models, personality
traits ) of the employees. Therefore, we have discussed about the main part of our term paper
which is the job satisfaction of the employees. This paper highly focuses on the questions of
how a company manages its employee’s behavior and other factors that we have learned over the
course period. Next, we have discussed the outcome of the job satisfaction of the employees.
And, finally in the conclusion part we have given our recommendations to improve the job
satisfaction of the employees.

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Introduction

Origin of the report

OB: It is the study of the way people interact within groups. Normally, this study is applied to
create efficient business organization and employees. The main reason to study of this course is
to implement scientific approaches to the management of workers. It provides an
understanding of why people behave as they do in organization. We were taught how different
personalities work in different complex situations. We can relate the organizational behavior
theory with our real life business situations. Lastly, in the end of the course we were asked to
make a report upon an actual company existing and compare it with OB course.

Purpose statement
The task was given to us to analyze, to understand, to differentiate between the right
Organizational personalities, for a particular industry, in our case we have selected DEKKO
LEGACY which we and sir mutually agreed to. Our sole purpose of making this report is to find
out what those model behaviors would be upon which the company makes decision of hiring
certain people. Therefore, we will be discussing different theories we have learned in the class
by taking our class room experience to the field.

Objective
The objective of DEKKO GROUP is to understand people’s need, create and deliver appropriate
services to improve their life. To achieve these, the companies in this industry has established
some values that it tries to instill in its employees. They want their employees to be reliable,
innovative, passionate and straightforward.

Scope
This report is entirely based on job satisfaction factors, work diversity, motivation theories,
different teams found in the firms and so on. The other aspects of the company have been
avoided slightly as it is simply irrelevant to our topic.

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Limitations
Fortunately, we were blessed with some beautiful minds to carry on with our task. Every one of our
members worked so passionately, that it was almost impossible for us to face obstructions regarding this
study.
However, in depth we could not get in any particular organization and their specification and
controls they have to achieve and establish their vision. Nonetheless, this report is not out of
some limitations. Throughout the report we have faced some problems and confusions. Some
of this are-

 Limitations regarding appropriate locations

 Shortage of time

 No definite government rules regarding about company Act etc.

 Primary data are not available enough

Methodology
We have conducted the literature search to the topic to support and direct the research. This
search was mainly conducted on journal database, websites, textbooks, search engines like
Google scholar. The key words that were mainly used were.

To conduct this research we followed two methods. They are,

Primary Research: At first we conduct an interview on the HR employees of DEEKO

GROUP. On the interviewee, was the manager of HR & Admin department Mr. Kazi Karimur
Sahil. We had designed the questions and asked them such a manner from which we will get
our required data that eventually fulfilled our report.

Secondary Research: For this, we dependent on internet entirely and all the sources to
our findings are presented in the reference section at the very end of this term paper.

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 Main Body
Behaviors, cognitions and emotional patterns that have evolved from biological and
environmental factors are known as personality. As personality is a complex idea it can be
measured through a variety of tests. The two main tools to measure personality are objective
tests and projective measures. These types of tests are beneficial for they have both reliability
and validity. Of all these the most common method is the self-reporting surveys. When
observer ratings surveys provide an independent assessment of personality. The heredity is the
determinant factor of personality. It consists factors that determine conception: physical
stature, facial attractiveness, gender, temperament, muscle composition and reflexes, energy
level and bio-rhythms. The heredity approach argues that genes are the source of personality.
Even when twins are raised apart, they have very similar personalities. It could even change
over time. Traits are the enduring characteristics that describe an individual’s behavior. The two
determinant frameworks used are Myer-brings type indicator (MBTI) and big five model. Of
these two the MBTI is the most widely used instrument. the participants are classified on 4 axes
to determine one of the 16 possible personality types, such as ENTJ. MBTI is a good too for self-
awareness and counseling. However, it should not be used a test for a job. The 16 possible
combinations have a name such as: visionaries, organizers, conceptualizer.

For an organization such as the merchandising industry, personality has a huge impact. Each
department keeps the company alive. The step each member needs to go through requires a lot
of judgment. Candidates are tested on the patience, priority, behavior, appearance and last but
not the least manners. Here personality is engraved with each and every requirement.

Merchandising is everything you do to promote and sell your products once the potential
customer is in your store. When we talk about merchandise, we are talking about products
available for sale, typically in a retail setting. Since the sales process often starts with the eyes,
merchandising typically involves presenting products in a visually favorable light, to try and
encourage purchases.

Some of the most popular ways to entice buyers to purchase include:

 Window and in-store displays

 Grouping related products together
 Shelf signage
 In-store ads featuring the merchandise
 Samples and giveaways
 In-store demonstrations

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 Well-stocked shelves
 Spotlighting promotional items

DEKKO LEGACY mainly woks in 5 different sectors.

Those are:

1. Human resource management department

2. Finance department
3. Marketing department
4. Sales department
5. Customer relationship department

Human Resource Management Department:

Human resource is the department where they hire and manage people in different
department. First of all, they try to find out employees strength of work. Then they send them
to different department according to their talent and their educational and professional
background. Its basic purpose is overall purpose is to ensure that the organization is able to
achieve success through people. HR professionals manage the human capital of an organization
and focus on implementing policies and processes. They can specialize in recruiting, training,
employee-relations or benefits, recruiting specialists, find, and hire top talent. Training and
development professionals ensure that employees are trained and have continuous
development. This is done through training programs, performance evaluations and reward
programs. Employee relations deals with concerns of employees when policies are broken, such
as in cases involving harassment or discrimination. Someone in benefits develops compensation
structures, family-leave programs, discounts and other benefits that employees can get. On the
other side of the field are human resources generalists or business partners. These human-
resources professionals could work in all areas or be labor-relations representatives working
with unorganized employees.

A human resources department is a critical component of employee well-being in any

organization, HR responsibilities include payroll, benefits, hiring, firing, and keeping up to date
with state and federal tax laws. They are also in charge of keeping track of skill developments

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and new applicants to the field. Qualities of HR management are Sympathetic Attitude, Quick
Decisions, Integrity, Patience, Formal Authority, Leadership, Social Responsibility, Good
Communication Skills. HR Management role is to interview and hire candidates based on their skills
and talents. Good HR employees has to be driven, organized individuals who want to help
organizations achieve their goals and employees reach their potential.

Finance Department:
Finance is the department where every kind of money transection is recorded. This department
mainly works with money. The business functions of a finance department typically include
planning, organizing, auditing, accounting for and controlling its company's finances. The
financial statement is also made by this department.

The part of an organization that manages its money, any company in any industry has a finance
department and they typically plan, organize, audit, and accounts for and controlling a
company’s finances. The finance department also produces the company’s financial statements.
The most demanded and crucial trait that are looked for in employees of this department is
analytic thoughts, accounting skills, technological expertise, and a communication skill to
explain all the expenses to all and make it efficient. The person has to be both sensing and
intuitive, and also be judging and perceiving, and should always have the openness to learning
every new general knowledge as his analytic comprehension is crucial to task. It has to
commercial and business awareness oriented mostly. they need to be the problem solvers and
initiators, their negotiation and influencing ability also should be sharp. Other than all these they
always need to have the mentality to work under pressure and in building strong working
relationships. The play a very vital role and manages most of the business done and if the above
traits and personalities are seeded by the organization to their employees by training then every
employee of this department will be as good as any asset to the organization.

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Marketing Department:
Marketing department mainly works with promotions and advertising. Mainly these merchandising
companies try to connect their marketing department to get the attention of the big buyers about their
new product and how it can be used to do better for the business and sales. These marketing
department also try to identify the target market of the product and also the other audiences.
Marketing people needs to be very creative. They need to dive deep into the minds of the customer and
understand the product from their perspective. It is not only important to sell the product but also the
company as a whole. The people of this department need to be active and outgoing. They need to
socialize a lot.

Every business is more than their product; a product – no matter how good it is – most often is not
enough to convince someone to buy it. This is what makes sales representatives important. Every
representative is the face of his or her company to clients, giving personality to an inanimate product
and business. A company’s brand and marketing strive to add personality to the business, but
salespeople really drive it home. This is where a salesperson’s personality comes into play. A sales
representative’s personality and attitude will shape the customers’ view of and feelings toward the
product, company, and brand. The way a client feels about the rep they interact with will often
determine the way the client feels about the company, as well as anything they sell, do or make. A sales
representative’s personality, then, must give clients positive, confident feelings about the product or
service they are considering. This raises an obvious question: what kind of personality traits make for
the best salespeople?

It’s true that there are successful salespeople possessing certain traits that other successful salespeople
lack. There isn’t exactly a formula that guarantees success or a perfectly-proportioned blend of
personality traits that ensures consistently mind-blowing sales results. However, there are personality
traits that tend to work in a salesperson’s favour, and these traits are worth nurturing.

 Drive without pushiness

 Charisma
 Positivity
 Honesty
 Confidence
 Competitiveness
 Extrovert
 Inquisitiveness

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Sales Department:
This department mainly works with dealing with the appropriate customers. It’s a direct link between a
customer and a product or service. A well trained sales manager or an employee not only sells the
product but also tries to have a good relationship with the customers for future sell. Sales people have
direct contract with the particular customers simultaneously. They became privy to personal
information that helps make sales, interactions smoother and friendlier. They try to find out the ins and
outs of the customer’s needs for better sales and business.

A sales department has several objectives, aside from just making sales. The sales department is
often the link between your customers and the product or service a company offers, there are
necessary functions a sales department must meet; such as converting sales, customer retention
and business growth. The first responsibility of a sales department is usually searching for and
identifying prospective clients. The next responsibility of the sales department is reaching out to
those potential clients and making contact, which is when the relationship-building begins in
earnest. A sales representative will identify the needs of the client, and find out any relevant
information for making a sale. The sales department is responsible for delivering presentations
and proposals that will convert the customer. If the prospective client is happy with the customer
service of the sales staff and the bottom line of the proposal, it’s time to close the deal.
Successfully closing sales is another responsibility of the sales staff: processing transactions and
ensuring payments run smoothly. Finally, the sales department is responsible for managing
customer relationships and keeping customers happy long-term. As previously noted, customer
retention is crucial to business profitability, which often falls on the sales team as they continue
to follow up with and meet the needs of customers. The sales department must maintain
customer relationships and manage the satisfaction of all clients. To do all of the above the
employees has to have traits of being Conscientious and Emotionally stable. The employee needs
to be energetic and persuasive also to get his things done.

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Customer Relationship Department:
The way a business relates to its customers, clients and patrons is known as customer relations.
Also called customer service, some companies hire people specifically to manage how the
company interacts and communicates with people, the department is named as customer care
department. The goal is to retain existing customers and to gain new ones by providing the best
customer relations they can, and – hopefully, to find better customer services than those their
competitors provide. There are several components that go into superb customer relations. The
employees there have to be extraverted, polite and responsive, for them not being logical only is
not the option. He or she has to understand the mindset of the customer they are interacting with
and also need to work as per the situation and keep in mind the feelings and intuitive factors
from past experience. Regardless of the pay, age, and sex, the employees of this department have
to be ambitious, cultural-fit, confident. Their main goal is to satisfy the customers, make them
feel valued. Customer service is vital as it increases customer loyalty, it also increases how often
a customer buys from you, Generate positive word-of-mouth about your business.

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Job Satisfaction Measurement in DEKKO LEGACY
We have measured the job satisfaction of DEKKO LEGACY by single global rating. A survey of the
job satisfaction in the company is done in that survey where the employees are asked different
questions and they have rated it. The survey result shows that they are highly satisfied with the
benefits and the working environment in DEKKO. The survey result is:

 Regarding Daily Assigned Activities:

75% employees agree that they are satisfied with daily assigned activities to complete
where 20% disagreed & 5% neutral.
 Regarding the relationship with the supervisor is pleasant or not:
90% of employees agree that they have a pleasant relationship with the supervisor where
5% disagreed and 5% neutral.
 Regarding Equal Opportunity:
80% of the employees agree that there is equal opportunity in the DEKKO LEGACY where
20% neutral.
 Regarding Compensation And Benefits Matches With Job Duties And Responsibilities:
35% of employees agree with this where 40% are neutral and 25% disagreed.
 Regarding Appropriate Recognition For Contribution Is Compensated:
45% of employees agree with this where 40% remain neutral and 15% disagreed with this.
 Regarding Overall Job Security Is Satisfactory Or Not:
80% of the employees are satisfied with overall job security where 20% remain neutral.
 Regarding the employee’s Satisfaction With The Salary Structure Of Nestlé Bangladesh
Limited:
25% of employees are satisfied with the salary structure of the company where 30% are
neutral and 40% disagreed.

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 Regarding Salary Increment Process Is Clear To The Employees:
75% of employees are clear about the salary increment process where 20% disagree with
this.

 Regarding the Satisfaction With The Working Hour, Leaves As Well As Work Life
Balance:
70% of employees are satisfied with this where 20% remain neutral and 10% disagreed.
 Regarding the Satisfaction With Bonus, Allowances And Other Benefits:
30% of employees satisfied with this where 35% remain neutral and 35% disagreed.
 Regarding working environment:
55% of employees are agreed that the working environment is good where 45% remain
neutral.
 Regarding working culture:
95% of employees agreed that the working culture of DEKKO LEGACY is excellent where 5%
remain neutral.

http://www.dekkolegacy.com/ From this site the survey has been taken.

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Outcomes of Job Satisfaction of the Employees of
DEKKO LEGACY
DEKKO LEGACY have their greatest concern about their employees job satisfaction. They are
continuously working to improve their employee’s job satisfaction. After their all hard work,
they are successful to maintain their employees’ job satisfaction as employees are satisfied by
the facilities provided by the company. When an employee gets satisfied by his/her job, it
brings more positive outcomes for a company. Currently, DEKKO LEGACY holding a strong
position in the market that strongly influences employee’s satisfaction on their jobs. Moreover,
it is still working and finding new ways so that they can maintain their employees job
satisfaction. The outcomes of job satisfaction are given below.

1. More productive: Currently, DEKKO LEGACY is one of the prominent leaders of market.
It is just because of the employees are more productive. As their job satisfaction is high,
they become more productive. In other words, as company fulfills employees need and
providing more facilities to those, their job satisfaction will be much higher and they will
show more dedication to their work. In this way, they become more productive.

2. Lower employee turnover: In DEKKO, the employee turnover is very low. It is because
employees are satisfied with their job and shows full dedication in it. Therefore, it
prevents all kinds of turnover issues of an employee. Experienced and skilled employees
are more likely to stay in their position so as the junior employees as they are getting
adequate facilities from the organization.

3. Absenteeism: As employees are satisfied with their job, their absenteeism rate is quite
low. Employees are attentive with their job and they are making less absents that shows
positive sign for the growth of a company.

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4. 2000 accident free days: Recently, DEKKO has achieved a new benchmark of working
2000 days without any accidents. It is a unique benchmark that is set by a company
ever. As employees skillfully handled all the works by showing proper dedication lets
them to get this achievement. It also proves that the employees are really satisfied with
their job.

5. Working as a unit: In DEKKO LEGACY, everyone is working continuously as a unit to

complete their organizational goals. As an outcome of job satisfaction, employees are
started to follow others words so that they can make themselves better. In this way, the
bodings between employees and boss will become very strong. All the employees will
likely work together as a unit that will help a company to achieve their goals easily.

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Key findings
Depending on the above information and data and discussion we may say that DEKKO LEGACY
is very promising and very competitive. It has a bright future. As it’s a competitive market, each
company try to provide their service to their customer in low price of which customers are
benefited. Because of the competition there is no chance of gaining supplier powerful over
customers.

Personality means the combination of characteristics or qualities that from an individual’s

distinctive character. Personality as the sum total ways in which an individual reacts to and
interacts with others.

Basically for identifying personality traits there are 2 systems.

1. The Myers-Briggs Type Indicator

2. The Big Five Personality Model

The Myers-Briggs Type Indicator

 Extraverted (E) versus Introverted (I): Extraverted individuals are outgoing, sociable and
assertive. Introverts are quite, clam and shy.

 Sensing (S) versus Intuitive (N): Sensing types are practical and prefer routine and order.
They focus on details. Intuitive rely on subconscious processes and look at the “big
picture”.

 Thinking (T) versus Feeling (F): Thinking types use reason and logic to handle problems.
Feeling types rely on their personal values and emotions.

 Judging (J) versus Perceiving (P): Judging types want control and prefer their world to be
ordered and structured. Perceiving types are flexible and spontaneous.

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The Big Five Personality Model

 Extraversion: The extraversion dimension captures our comfort level with relationships.
Extraverts tend to be gregarious, assertive, and sociable. Introverts tend to be reserved,
timid, and quiet.

 Agreeableness: The agreeableness dimension refers to an individual’s propensity to

defer to others. Highly agreeable people are cooperative, warm, and trusting. People
who score low on agreeableness are cold, disagreeable, and antagonistic.

 Conscientiousness: The conscientiousness dimension is a measure of reliability. A highly

conscientious person is responsible, organized, dependable, and persistent. Those who
score low on this dimension are easily distracted, disorganized, and unreliable.

 Emotional stability: The emotional stability dimension—often labeled by its converse,

neuroticism—taps a person’s ability to withstand stress. People with positive emotional
stability tend to be calm, self-confident, and secure. Those with high negative scores
tend to be nervous, anxious, depressed, and insecure.

 Openness to experience: The openness to experience dimension addresses range of

interests and fascination with novelty. Extremely open people are creative, curious, and
artistically sensitive. Those at the other end of the category are conventional and find
comfort in the familiar.

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Conclusion and Recommendations
The buyer is powerful in the industry, but since the market is growing largely, it will be easy for
the company to hold its own share, because of poverty; the population will be unlikely to avail
the switching cost. And this also reduces the risk of high availability of substitutes.

The supplier is not powerful in this case which is a plus for the company and the company can
play with the price to keep the production cost low. Since the market is yet to be matured and
growing very fast, we assume that the supplier’s companies are also increasing. Some
multinational companies are showing their interest to enter into the market. This can lead
some new suppliers to arrive into the market and make the environment more competitive. So,
at some stage the bargaining power of the suppliers will become very low.

So, from the above discussion, it can be said that the DEKKO LEGACY has a lot of potential to
offer considering strategically ignorable or somehow alterable threats. The market looks very
potential and prospective. Lots of opportunities are waiting.

Bangladesh has cheap skilled and willing to be skilled labor. Communication infrastructure is in
good condition and has the ability to serve the international entrants. Customer demand for
multi product based business is very high due to the high growth rate of the market. As the
industry is becoming bigger, availability of supporting industries is increasing and already there
are lots of supporting companies in the market. And finally, the government policies are very
welcoming and liberal.

From the above discussion we can comment that the recent business market is very
competitive & the rivals are facing huge competition in the market. Therefore, we observe that
the companies are changing their strategies day to day to survive in the market. So, it will be
difficult for any new company to enter in this market. But we can simply say that DEKKO
LEGACY of Bangladesh is a well-balanced & fully competitive.

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Appendix

HR Values of DEKKO LEGACY

Recruit the best possible people & to retain them through continuous development process.
DLG believes in equal employment opportunity and philosophy of non discrimination.

Create a learning opportunity where employees are beneficial and stakeholders are treated
with respect. Performance evaluation at DLG is broadly and objectively planned and
monitored.

Promote a safe and healthy working environment with kinds of modern facilities. All staffs must
use prescribed safety tools and equipment at work.

References
https://en.wikipedia.org/wiki/dekkolegacy

https://www.forbes.com/sites/kensundheim/2013/04/02/15-traits-of-the-ideal-employee/
#1c7bbae1161f

https://collegegrad.com/industries/dekkolegacy

https://databd.co/profiles/industries/profile-dekkolegacy

https://www.allaboutcareers.com/careers/career-path/dekkolegacy

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https://en.wikipedia.org/wiki/dekkolegacy _group

https://www.criteriacorp.com/solution/personality.php

https://www.gavelintl.com/role-personality-sales-marketing/

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