PROJECT REPORT

ON
“A Study of Organizational Culture on Employee
Commitment and Job Satisfaction at Amazon VCS-
Maharashtra ’’
Submitted to
Rashtrasant Tukadoji Maharaj
Nagpur University, Nagpur
In Partial Fulfilment of the requirement of the
“Bachelor of Business Administration”

Submitted by
Manthan Rajesh Hindoria

Guidance by
Dr. Ruhi Bakhare

Dr. Ambedkar Institute of Management Studies and

Research, Deeksha Bhoomi, Nagpur-440012
2021-2022
 CERTIFICATE

This is to certify that Manthan Hindoria as satisfactorily completed the project

work entitled “A Study of Organizational Culture on Employee Commitment
and Job Satisfaction at Amazon VCS- Maharashtra” in not less than one
academic session.

This also certify that this project work is the result of the candidate’s own work
and is of sufficiently high standard to warrant its presentation for the BBA
program.

To the best of my knowledge this project or its part has not been submitted to this
university or any other university for any Degree/Diploma.

Dr.Ruhi Bakhare

Internal Examiner External Examiner

Place: Nagpur

Date: Director
 ACKNOWLEDGEMENT

“Words have never expressed human sentiments. This is only an attempt to express
my deep gratitude which comes from my heart.”

It is a great pleasure for me to express my deep feeling of gratitude to my respected

guide Dr. Ruhi Bakhare (Assistant Professor, DAIMSR) for her great
encouragement and constant support which provided desired moral and confidence
to carry on my work.

I am grateful to the Dr. Sudhir Fulzele, Director, Dr. Ambedkar Institute of

Management Studies & Research, Nagpur for making all facilities available for my
work.

I am grateful to the Dr. Nirzar Kulkarni, Associate Director, Dr. Ambedkar

Institute of Management Studies & Research, Nagpur for making all facilities
available for my work.

I am grateful to Dr. Ruchi Chaudhary, Assistant Professor, DAIMSR for her

guidance throughout the project work.

I am grateful to my parents for their lovable support. Last but not least I am
thankful to my friends and other faculty members for their direct and indirect help
for completion of this work.
 DECLARATION

I, Manthan Rajesh Hindoria hereby declare that the project entitled “A

Study of Organizational Culture on Employee Commitment and Job
Satisfaction at Amazon VCS- Maharashtra” is the outcome of my own
research work based on personal study during academic session 2020-
2021 and has not been submitted previously for award of any degree or
diploma to this university or any other university.

Manthan Rajesh Hindoria

 CHAPTERAISATION

Chapter Particulars Page

no. Number

1. Executive Summary 1-3

2. Introduction 4-12

3. Company profile 13-22

4. Research Methodology and data collection 23-27

5. Data Analysis and Interpretation 28-44

6. Findings and conclusion 45-47

7. Limitations and suggestions 48-51

8. Bibliography 52-53

9. Annexure 54-57
 CHAPTER 1
EXECUTIVE SUMMARY

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 EXECUTIVE SUMMARY

Organizational culture refers to a company's mission, objectives, expectations and values that
guide its employees. Businesses with an organizational culture tend to be more successful than
less structured companies because they have systems in place that promote employee
performance, productivity and engagement. Having a strong company culture motivates
everyone to do their best work.
The researcher opted this topic of ‘’a study of organizational culture because he wanted to know
that why is organizational culture so important and how it impacts the level of job satisfaction of
employees.
The organizational culture has changed over years; there is more focus on feeling comfortable in
the workplace, with things such as standing desks, comfy seating and remote working
having been introduced in recent years to keep staff happy and motivated.The modern workplace
is all about social collaboration and rising tech trends. Amazon has its own video conferencing
application named “Amazon chime” which is used by its employees all over the world.
The core objective of the study is to identify the impact of organizational culture on job
satisfaction and employee commitment in Amazon- Virtual Customer Services, so as to improve
the job satisfaction and commitment of the employees in their working environment. And
research question is what is the impact of organizational culture on job satisfaction and
commitment of the employees? The review shows that contemporary job-related phenomena like
job satisfaction are related to their perceptions of their working environment, relations with
colleagues, institution aims and strategies and success criteria.
For conducting the survey researcher has made the use of questionnaire and circulated on social
media platforms and analysed the results by using various data interpretation tools like bar
graphs, column charts, etc. However, few limitations faced by researcher were time constraint,
sample constraint, respondents didn’t take survey seriously so there must be chance of not
getting reliable data.
Researcher has found that large numbers of employees are satisfied with the work they perform
and also with the place in which they daily carry out their work. Organizational culture has a

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positive impact on job satisfaction level of employees and In the end it can be concluded that
employees are happy and well satisfied while working at Amazon- VCS.

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 CHAPTER 2
INTRODUCTION

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 INTRODUCTION

Organizational culture is the collection of values, expectations, and practices that guide and
inform the actions of all team members. Think of it as the collection of traits that make your
company what it is. A great culture exemplifies positive traits that lead to improved performance,
while a dysfunctional company culture brings out qualities that can hinder even the most
successful organizations.
Don’t confuse culture with organizational goals or a mission statement, although both can help
define it. Culture is created through consistent and authentic behaviors, not press releases or
policy documents. You can watch company culture in action when you see how a CEO responds
to a crisis, how a team adapts to new customer demands, or how a manager corrects an employee
who makes a mistake.

Historically there have been differences among investigators regarding the definition
of organizational culture. Edgar Schein, a leading researcher in this field, defined "organizational
culture" as comprising a number of features, including a shared "pattern of basic assumptions"
which group members have acquired over time as they learn to successfully cope with internal
and external organizationally relevant problems Elliott Jaques first introduced the concept of
culture in the organizational context in his 1951 book The Changing Culture of a Factory The
book was a published report of "a case study of developments in the social life of one industrial
community between April, 1948 and November 1950".] The "case" involved a publicly-held
British company engaged principally in the manufacture, sale, and servicing of metal bearings.
The study concerned itself with the description, analysis, and development of corporate group
behaviors.

Ravasi and Schultz (2006) characterize organizational culture as a set of shared assumptions that
guide behaviors It is also the pattern of such collective behaviors and assumptions that are taught
to new organizational members as a way of perceiving and, even thinking and feeling. Thus
organizational culture affects the way people and groups interact with each other, with clients,
and with stakeholders. In addition, organizational culture may affect how much
employees identify with an organization.

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Schein (1992), Deal and Kennedy (2000) and Kotter (1992) advanced the idea that organizations
often have very differing cultures as well as subcultures. Although a company may have its "own
unique culture," in larger organizations there are sometimes co-existing or conflicting
subcultures because each subculture is linked to a different management team. Flamholtz and
Randle (2011) suggest that one can view organizational culture as "corporate personality. ‘They
define it as it consisting of the values, beliefs, and norms which influence the behavior of people
as members of an organization.

The organizational culture influences the way people interact, the context within which
knowledge is created, the resistance they will have towards certain changes, and ultimately the
way they share (or the way they do not share) knowledge. According to Ravasi and Schultz
(2006) and Allaire and Firsirotu (1984), organizational culture represents the collective values,
beliefs and principles of organizational members. It may also be influenced by factors such as
history, type of product, market, technology, and strategy, type of employees, management style,
and national culture. Culture includes the organization's vision, values, norms, systems, symbols,
language, assumptions, environment, location, beliefs and habits.

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Characteristics of organizational culture

Innovative Cultures

According to the OCP framework, companies that have innovative cultures are flexible and
adaptable, and experiment with new ideas.

Aggressive Culture

Companies with aggressive cultures value competitiveness and outperforming competitors: By

emphasizing this, they may fall short in the area of corporate social responsibility.

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Outcome-Oriented Cultures

The OCP framework describes outcome-oriented cultures as those that emphasize achievement,
results, and action as important values.

Stable Cultures

Stable cultures are predictable, rule-oriented, and bureaucratic. These organizations aim to
coordinate and align individual effort for greatest levels of efficiency. When the environment is
stable and certain, these cultures may help the organization be effective by providing stable and
constant levels of output.

People-Oriented Cultures

People-oriented cultures value fairness, supportiveness, and respect for individual rights. These
organizations truly live the mantra that “people are their greatest asset.” In addition to having fair
procedures and management styles, these companies create an atmosphere where work is fun and
employees do not feel required to choose between work and other aspects of their lives.

Team-Oriented Cultures

Companies with team-oriented cultures are collaborative and emphasize cooperation among
employees.

Detail-Oriented Cultures

Organizations with detail-oriented cultures are characterized in the OCP framework as

emphasizing precision and paying attention to details. Such a culture gives a competitive
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advantage to companies in the hospitality industry by helping them differentiate themselves from
others.

Service Culture

Service culture is not one of the dimensions of OCP, but given the importance of the retail
industry in the overall economy, having a service culture can make or break an organization.

Safety Culture

In organizations where safety-sensitive jobs are performed, creating and maintaining a safety
culture provides a competitive advantage, because the organization can reduce accidents,
maintain high levels of morale and employee retention, and increase profitability by cutting
workers’ compensation insurance costs.

Four types of organizational culture

The best-known classification of types of organizational culture is the Competing Values
Framework. Kim Cameron and Robert Quinn at the University of Michigan identified four
distinct types of organizational culture.

Every organization has its own mix of these four organizational culture types, with one culture
typically dominating. The larger the organization, the bigger the possibility that there may be
more than one culture in the organization. This may be beneficial to the organization, but it may
also be disadvantageous or challenging when attempting to have a cohesive culture in a
regionally and globally dispersed organization.

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The four organizational cultures Cameron and Quinn identified are:

• Adhocracy culture – the dynamic, entrepreneurial Create Culture.

• Clan culture – the people-oriented, friendly Collaborate Culture.

• Hierarchy culture – the process-oriented, structured Control Culture.

• Market culture – the results-oriented, competitive Compete Culture.

Let’s have a look at each organizational culture type and how to develop them in more detail.

Adhocracy culture

Adhocracy is a combination of the words ‘Ad hoc’ and bureaucracy. Therefore, organizations
with an adhocracy culture are flexible and not inhibited by bureaucratic procedures and policies.
There is an emphasis on constant innovation and improvements, the pace is usually extremely
fast, and the status quo, though it may be working, will be challenged.

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Clan culture

‘Clan’ is a group of close-knit and interrelated families or a group of people with a strong
common interest. Clan cultures are common in small or family-owned businesses that are not
hierarchical in nature. Employees are valued regardless of their level and environments are
supportive.

Hierarchy culture

The hierarchy culture is a prevalent corporate culture in the US. It is defined by structure,
established procedures, and levels of authority. Employees in this culture know precisely where
they fit in the chain of command – who’s accountable to them, who they report to, and what the
rules are. It is imperative in this culture to do the right thing.

Market culture

Market culture is all about profit margins and staying ahead of the competition. It is results-
oriented with a strong external focus to ensure customers are satisfied. Examples of companies
driven by a market culture are Tesla, Amazon, and General Electric.

Importance of organizational culture

• The culture decides the way employees interact at their workplace. A healthy culture
encourages the employees to stay motivated and loyal towards the management.

• The culture of the workplace also goes a long way in promoting healthy competition
at the workplace. Employees try their level best to perform better than their fellow
workers and earn recognition and appreciation of the superiors. It is the culture of the
workplace which actually motivates the employees to perform.
• Every organization must have set guidelines for the employees to work accordingly. The
culture of an organization represents certain predefined policies which guide the
employees and give them a sense of direction at the workplace. Every individual is
clear about his roles and responsibilities in the organization and know how to accomplish
the tasks ahead of the deadlines.

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• No two organizations can have the same work culture. It is the culture of an organization
which makes it distinct from others. The work culture goes a long way in creating the
brand image of the organization. The work culture gives an identity to the organization.
In other words, an organization is known by its culture.
• The organization culture brings all the employees on a common platform. The
employees must be treated equally and no one should feel neglected or left out at the
workplace. It is essential for the employees to adjust well in the organization culture for
them to deliver their level best.
• The work culture unites the employees who are otherwise from different back
grounds, families and have varied attitudes and mentalities. The culture gives the
employees a sense of unity at the workplace.
• Certain organizations follow a culture where all the employees irrespective of their
designations have to step into the office on time. Such a culture encourages the
employees to be punctual which eventually benefits them in the long run. It is the culture
of the organization which makes the individuals a successful professional.
• Every employee is clear with his roles and responsibilities and strives hard to accomplish
the tasks within the desired time frame as per the set guidelines. Implementation of
policies is never a problem in organizations where people follow a set culture. The new
employees also try their level best to understand the work culture and make the
organization a better place to work.
• The work culture promotes healthy relationship amongst the employees. No one
treats work as a burden and molds himself according to the culture.
• It is the culture of the organization which extracts the best out of each team
member. In a culture where management is very particular about the reporting system,
the employees however busy they are would send their reports by end of the day. No one
has to force anyone to work. The culture develops a habit in the individuals which makes
them successful at the workplace.

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 CHAPTER 3

COMPANY PROFILE

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 COMPANY PROFILE

Amazon.com, Inc. is an American multinational technology company which focuses on e-

commerce, cloud computing, digital streaming, and artificial intelligence. It has been referred to
as "one of the most influential economic and cultural forces in the world", and is one of
the world's most valuable brands It is one of the Big Five American information
technology companies, alongside Alphabet, Apple, Meta, and Microsoft.

Amazon was founded by Jeff Bezos from his garage in Bellevue, Washington,on July 5, 1994.
Initially an online marketplace for books, it has expanded into a multitude of product categories:
a strategy that has earned it the moniker The Everything Store. It has multiple subsidiaries
including Amazon Web Services (cloud computing), Zoox (autonomous vehicles), Kuiper
Systems (satellite Internet), Amazon Lab126 (computer hardware R&D). Its other subsidiaries
include Ring, Twitch IMDb, and Whole Foods Market. Its acquisition of Whole Foods in August
2017 for US$13.4 billion substantially increased its footprint as a physical retailer.

Amazon has earned a reputation as a disruptor of well-established industries through

technological innovation and mass scale. As of 2021, it is the world's largest Internet
company, online marketplace, AI assistant provider, cloud computing platform, and live-
streaming service as measured by revenue and market share In 2021, it surpassed Walmart as the
world's largest retailer outside of China, driven in large part by its paid subscription
plan, Amazon Prime, which has over 200 million subscribers worldwide. It is the second-largest
private employer in the United States

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 .
The Amazon Spheres, part of the Amazon headquarters in Seattle, U.S.

Amazon also distributes a variety of downloadable and streaming content through its Amazon
Prime Video, Amazon Music, Twitch, and Audible units. It publishes books through its
publishing arm, Amazon Publishing, film and television content through Amazon Studios, and is
the owner of film and television studio Metro-Goldwyn-Mayer since 2022. It also
produces consumer electronics—most notably, Kindle e-readers, Echo devices, Fire tablets,
and Fire TV

History
Amazon was founded by Jeff Bezos in July 1994, who chose Seattle for its abundance of
technical talent, as Microsoft was in the area. Mackenzie Scott was also instrumental in its
founding, and drove across the country with Bezos to start it. When Scott graduated, she applied
to work for D. E. Shaw & Co. a quantitative hedge fund in New York City, as a research
associate to "pay the bills while working on her novels" Bezos, then a vice-president at the firm,
met her when he interviewed her.

Amazon went public in May 1997. It began selling music and videos in 1998, and began
international operations by acquiring online sellers of books in the United Kingdom and
Germany. The following year, it began selling video games, consumer electronics, home
improvement items, software, games, and toys.

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In 2002, it launched Amazon Web Services (AWS), which provided data on website popularity,
Internet traffic patterns, and other statistics for marketers and developers. In 2006, it grew its
AWS portfolio when Elastic Compute Cloud (EC2), which rented computer processing power,
provided Simple Storage Service (S3), and rented data storage via the Internet, also became
available. That year, Amazon also started Fulfillment by Amazon which allowed individuals and
small companies to sell items through the company's Internet site. In 2012, Amazon bought Kiva
Systems to automate its inventory management business. It purchased the Whole Foods
Market supermarket chain in 2017.

Amazon founder Jeff Bezos in 2016

Board of Directors
As of September 2020, Amazon's board of directors is:

• Jeff Bezos, executive chairman, Amazon.com, Inc.

• Andy Jassy, president and CEO, Amazon.com, Inc.
• Keith B. Alexander, CEO of Iron Net Cyber security, former NSA director
• Rosalind Brewer, group president and COO, Starbucks
• Jamie Gorelick, partner, Wilmer Cutler Pickering Hale and Dorr
• Daniel P. Hutten locher, dean of the Schwarzman College of Computing, Massachusetts
Institute of Technology
• Judy McGrath, former CEO, MTV Networks

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• Indra Nooyi, former CEO, PepsiCo
• Jon Rubinstein, former chairman and CEO, Palm, Inc.
• Thomas O. Ryder, former chairman and CEO, Reader's Digest Association
• Patty Stonesifer, president and CEO, Martha's Table
• Wendell P. Weeks, chairman, president and CEO,

Merchant partnerships

• In 2000, U.S. toy retailer Toys "R" Us entered into a 10-year agreement with Amazon,
valued at $50 million per year plus a cut of sales, under which Toys "R" Us would be the
exclusive supplier of toys and baby products on the service, and the chain's website
would redirect to Amazon's Toys & Games category. In 2004, Toys "R" Us sued
Amazon, claiming that because of a perceived lack of variety in Toys "R" Us stock,
Amazon had knowingly allowed third-party sellers to offer items on the service in
categories that Toys "R" Us had been granted exclusivity. In 2006, a court ruled in favor
of Toys "R" Us, giving it the right to unwind its agreement with Amazon and establish its
independent e-commerce website. The company was later awarded $51 million in
damages.

• In 2001, Amazon entered into a similar agreement with Borders Group, under which
Amazon would commonage Borders.com as a co-branded service. Borders pulled out of
the arrangement in 2007, with plans to also launch its own online store.

• On October 18, 2011, Amazon.com announced a partnership with DC Comics for the
exclusive digital rights to many popular comics, including Superman, Batman, Green
Lantern, The Sandman, and Watchmen. The partnership has caused well-known
bookstores like Barnes & Noble to remove these titles from their shelves.

• In November 2013, Amazon announced a partnership with the United States Postal
Service to begin delivering orders on Sundays. The service, included in Amazon's
standard shipping rates, initiated in metropolitan areas of Los Angeles and New
York because of the high-volume and inability to deliver in a timely way, with plans to
expand into Dallas, Houston, New Orleans and Phoenix by 2014.

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 • In June 2017, Nike agreed to sell products through Amazon in exchange for better
policing of counterfeit goods. This proved unsuccessful and Nike withdrew from the
partnership in November 2019. Companies including Ikea and Birkenstock also stopped
selling through Amazon around the same time, citing similar frustrations over business
practices and counterfeit goods.

• In September 2017, Amazon ventured with one of its sellers JV Appario Retail owned by
Patni Group which has recorded a total income of US$ 104.44 million (₹ 759 crore) in
financial year 2017–2018.

• As of October 11, 2017, Amazon Fresh sold a range of Booths branded products for
home delivery in selected areas.

Logistics

Amazon uses many different transportation services to deliver packages. Amazon-branded

services include:

• Amazon Air, a cargo airline for bulk transport, with last-mile delivery handled either by
Amazon Flex, Amazon Logistics, or the United States Postal Service.
• Amazon Flex, a smartphone app that enables individuals to act as independent contractors,
delivering packages to customers from personal vehicles without uniforms. Deliveries
include one or two hours Prime Now, same or next day Amazon Fresh groceries, and
standard Amazon.com orders, in addition to orders from local stores that contract with
Amazon.
• Amazon Logistics, in which Amazon contracts with small businesses (which it calls
"Delivery Service Partners") to perform deliveries to customers. Each business has a fleet of
approximately 20–40 Amazon-branded vans, and employees of the

contractors wear Amazon uniforms. As of December 2020, it operates in the United States,
Canada, Italy, Germany, Spain, and the United Kingdom.

• Amazon Prime Air is an experimental drone delivery service.

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Amazon directly employs people to work at its warehouses, bulk distribution centers, staffed
"Amazon Hub Locker+" locations, and delivery stations where drivers pick up packages. As of
December 2020, it is not hiring delivery drivers as employees.

Rakuten Intelligence estimated that in 2020 in the United States, the proportion of last-mile
deliveries was 56% by Amazon's directly contracted services (mostly in urban areas), 30% by the
United States Postal Service (mostly in rural areas), and 14% by UPS. In April 2021, Amazon
reported to investors it had increased its in-house delivery capacity by 50% in the last 12 months
(which included the first year of the COVID-19 pandemic in the United States).

Products and Services

Amazon.com's product lines available on its website include several media (books, DVDs, music
CDs, videotapes and software), apparel, baby products, consumer electronics, beauty products,
gourmet food, groceries, health and personal-care items, industrial & scientific supplies, kitchen
items, jewelry, watches, lawn and garden items, musical instruments, sporting goods, tools,
automotive items, and toys & games In August 2019, Amazon applied to have a liquor store
in San Francisco, CA as a means to ship beer and alcohol within the city.Amazon has separate
retail websites for some countries and also offers international shipping of some of its products
to certain other countries.In November 2020, the company started an online delivery service
dedicated to prescription drugs. The service provides discounts up to 80% for generic drugs and
up to 40% for branded drugs for Prime subscribe users. The products can be purchased on the
company's website or at over 50,000 bricks-and-mortar pharmacies in the United States.

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Amazon.com has a number of products and services available, including:

Amazon Fresh Amazon Prime Alexa

Appstore Amazon Drive Echo

Kindle Fire tablets Fire TV

Video Kindle Store Music

Music Amazon Digital Amazon

Unlimited Software & Studios
Video Games

In September 2021, Amazon announced the launch of Astro, its first household robot, powered
by its Alexa smart home technology. This can be remote-controlled when not at home, to check
on pets, people, or home security. It will send owners a notification if it detects something
unusual

Supply chain

Amazon first launched its distribution network in 1997 with two fulfillment centers
in Seattle and New Castle, Delaware. Amazon has several types of distribution facilities
consisting of cross-dock centers, fulfillment centers, sortation centers, delivery stations, prime
now hubs, and Prime air hubs.

There are 75 fulfillment centers and 25 sortation centers with over 125,000
employees. Employees are responsible for five basic tasks: unpacking and inspecting incoming

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goods; placing goods in storage and recording their location; picking goods from their computer
recorded locations to make up an individual shipment; sorting and packing orders; and shipping.
A computer that records the location of goods and maps out routes for pickers plays a key role:
employees carry hand-held computers which communicate with the central computer and
monitor their rate of progress. Some warehouses are partially automated with systems built
by Amazon Robotics.

In September 2006 Amazon launched a program called FBA (Fulfillment By Amazon) whereby
it could handle storage, packing and distribution of products and services for small sellers.

Multilevel Sales Strategy

Amazon employs a multi-level e-commerce strategy. Amazon started by focusing on business-

to-consumer relationships between itself and its customers and business-to-business relationships
between itself and its suppliers and then moved to facilitate customer-to-customer with
the Amazon Marketplace which acts as an intermediary to facilitate transactions. The company
lets anyone sell nearly anything using its platform. In addition to an affiliate program that lets
anyone post Amazon links and earn a commission on click-through sales, there is now a program
that lets those affiliates build entire websites based on Amazon's platform.

Some other large e-commerce sellers use Amazon to sell their products in addition to selling
them through their websites. The sales are processed through Amazon.com and end up at
individual sellers for processing and order fulfillment and Amazon leases space for these
retailers. Small sellers of used and new goods go to Amazon Marketplace to offer goods at a
fixed price.

In November 2015, Amazon opened a physical Amazon Books store in University Village in
Seattle. The store is 5,500 square feet and prices for all products match those on its
website. Amazon will open its tenth physical book store in 2017;media speculation suggests
Amazon plans to eventually roll out 300 to 400 bookstores around the country.

In June 2018, it was reported that Amazon planned to open brick and mortar bookstores in
Germany.

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In September 2020, Amazon launched Luxury Stores on its mobile app, where Oscar de la
Renta become the first and only label to partner with the firm.

Finances

Amazon.com is primarily a retail site with a sales revenue model; Amazon takes a small
percentage of the sale price of each item that is sold through its website while also allowing
companies to advertise their products by paying to be listed as featured products.As of 2018,
Amazon.com is ranked 8th on the Fortune 500 rankings of the largest United States corporations
by total revenue.

For the fiscal year 2018, Amazon reported earnings of US$10.07 billion, with an annual revenue
of US$232.887 billion, an increase of 30.9% over the previous fiscal cycle. Since 2007 sales
increased from 14.835 billion to 232.887 billion, thanks to continued business expansion.

Amazon's market capitalization went over US$1 trillion again in early February 2020 after the
announcement of the fourth quarter 2019 results.

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 CHAPTER 4

RESEARCH METHODLOGY AND DATA COLLECTION

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 RESEARCH METHODOLOGY AND DATA
COLLECTION

The research methodology is scientific and systematic for pertinent information on specific topic.
It is a careful investigation or inquiry especially through search for new facts in any branch of
knowledge. This research study is taken as a part of educational curriculum. Research is a
systematized effort to gain knowledge and hence, it helps to practical knowledge in study various
steps that are adopted by a research in studying research problem along with the logic behind
them. Primary purpose of applied research is discovering, interpreting and development of
methods and systems for the advancement of human knowledge.

The research was done in order to understand the recruitment and selection process and the
perception of employees regarding it. In order to get the right kind of people at right place in the
right time, the organization need to have the specific and clear personnel, policies and
recruitment methods which are essential for the growth of the organization.

Research Design

A research design is the set of methods and procedures used in collecting and analyzing
measures of the variables specified in the problem research. The design of a study defines the
study type (descriptive, co relational, semi-experimental, and experimental, review,
metaanalytic) and sub-type (e.g., descriptive-longitudinal case study), research problem,
hypotheses, independent and dependent variables, experimental design, and, if applicable, data
collection methods and a statistical analysis plan. A research design is a framework that has been
created to find answers to research questions

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TYPES OF RESEARCH DESIGN

1. Descriptive research design: In a descriptive design, a researcher is solely interested in

describing the situation or case under their research study. It is a theory-based design method
which is created by gathering, analyzing, and presenting collected data.

2. Experimental research design: Experimental research design establishes a relationship

between the cause and effect of a situation. It is a causal design where one observes the impact
caused by the independent variable on the dependent variable.

3. Correlation research design: Correlation research is a non-experimental research design

technique that helps researchers establish a relationship between two closely connected variables.
This type of research requires two different groups. There is no assumption while evaluating a
relationship between two different variables, and statistical analysis techniques calculate the
relationship between them.

4. Diagnostic research design: In diagnostic design, the researcher is looking to evaluate

the underlying cause of a specific topic or phenomenon. This method helps one learn more about
the factors that create troublesome situations.

5. Explanatory research design: Explanatory design uses a researcher’s ideas and thoughts
on a subject to further explore their theories. The research explains unexplored aspects of a
subject and details about what, how, and why of research questions.

DATA COLLECTION

Data collection is the process of gathering and measuring information on targeted variables in an
established system, which then enables one to answer relevant questions and evaluate outcomes.

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Data collection is a component of research in all fields of study including physical and social
sciences, humanities, and business. While methods vary by discipline, the emphasis on ensuring
accurate and honest collection remains the same. The goal for all data collection is to capture
quality evidence that allows analysis to lead to the formulation of convincing and credible
answers to the questions that have been posed.

Sources of data collection:

Primary Data:
The primary data were collected through well-structured Questionnaire which was circulated on
social media platforms.

Secondary Data:
The secondary data was collected through internet, websites, research papers, eBooks and online
journals.

Sample Technique:
Convenience Sampling
Sample was taken on convenience basis. Advantage of sampling is that it is easiest, quicker and
low cost method of sampling.

Sample size:
Sample size was 40 out of which researcher got 30 responses.

Research Instrument:
Structured questionnaire with both open-ended and close-ended questions in Google forms, excel
worksheet.

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Objectives

The important objectives for undertaking this project are:

• To know the perception of employees regarding their commitment towards organization.

• To determine the level of satisfaction of the respondents regarding their job.

• To study how organizational culture influences the job satisfaction level of employees at

Amazon.

• To know whether working conditions at Amazon support employees to do their job

effectively.

• To know whether organization allows employees to maintain a healthy balance between

their work and personal life.

• To study the various factors which influences the job satisfaction of employees

• To offer suggestions to the Amazon to improve their employee’s satisfaction level.

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 CHAPTER 5
DATA ANALYSIS AND INTERPRETATION

Page | 28
DATA ANALYSIS AND INTERPRETATION

Gender of respondents
Male Female
No of respondents 18 12
Percentage 60% 40%

It is shown that out of 30 respondents 18 are male i.e.: 60%

Whereas out of 30 respondents 12 are female i.e.: 40%, so, here maximum respondents are male.

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Q 1) I would be very happy to spend the rest of my career with this organization .

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 1 2 6 10 11
Respondents
Percentage 3.3% 6.7% 20% 33.3% 36.7%

Interpretation
• There were 30 respondents in the sample, out of which 36.7% people strongly agree that
they would be very happy to spend the rest of their career with this organization,
• 33.3% agree with the statement
• 20% are neutral
• 6.7% disagree with the statement.
• 3.3% strongly disagree with the statement.

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Q 2) I really feel as if these organizational problems are my own.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 1 2 7 7 13
Respondents
Percentage 3.3% 6.7% 23.3% 23.3% 43.3%

Interpretation

• There were 30 respondents, out of which 43.3% people strongly agree that they really
feel that these organizational problems are their own.
• 23.3% agree to the statement.
• 23.3% are neutral.
• 6.7% disagree.
• 3.3% strongly disagree.

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Q.3) I feel emotionally attached to this organization.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 1 1 8 8 12
Respondents
Percentage 3.3% 3.3% 26.7% 26.7% 40%

Interpretation

• There were 30 respondents, out of which 40% employees strongly agree that they are
emotionally attached to the organization,
• 26.7% agree with the statement,
• 26.7% are neutral with neutral thoughts
• 3.3% disagree with the statement
• 3.3% strongly disagree.

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Q 4) Right now staying with my organization is a matter of necessity as much as desire.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 0 0 8 7 15
Respondents
Percentage 0% 0% 26.7% 23.3% 50%

Interpretation
• Out of 30 respondents, 50% employees strongly agree that, right now staying with the
organization is a matter of necessity as much as desire for them.
• 23.3% agree with the statement
• .26.7% are neutral.

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Q. 5) it would be very hard for me to leave my organization right now, even if I wanted to

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 1 0 7 3 19
Respondents
Percentage 3.3% 0% 23.3% 10% 63.3%

Interpretation
• Out of 30 respondents, 63.3% employees strongly agree that it would be very hard for
them to leave the organization even if they wanted to.
• 10% employees agree to the statement.
• 10% employees are with neutral thoughts.
• 3.3% strongly disagree to the statement.

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Q.6) Employee has easy access to policies .

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 0 0 7 7 16
Respondents
Percentage 0% 0% 23.3% 23.3% 53.3%

Interpretation
• Out of 30 respondents, 53.3% employees strongly agree that they have easy access to
policies
• 23.3% employees agree to the statement.
• 23.3% employees have neutral thoughts.

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 Q.7) I am satisfied with the bonus and incentives given by the company.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 2 2 6 9 11
Respondents
Percentage 6.7% 6.7% 20% 30% 36.7%

Interpretation
• Out of 30 employees, 36.7% employees strongly agree that they are satisfied with the
bonus and incentives given by the company.
• 30% employees agree with the statement.
• 20% are neutral
• 6.7% employees disagree
• Rest 6.7% strongly disagree with the statement

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Q.8) People at my work place unit are friendly and helpful.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 0 0 2 8 20
Respondents
Percentage 0% 0% 6.7% 26.7% 66.7%

Interpretation
• Out of 30 employees from the sample, 66.7% employees strongly agree that people at
their workplace are friendly and helpful.
• 26.7% employees agree to the statement.
• 6.7% employees have neutral thoughts.

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Q.9) Management continuously improves communication between management and staff.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 0 1 9 6 14
Respondents
Percentage 0% 3.3% 30% 20% 46.7%

Interpretation

• Out of 30 respondents, 46.7% employees strongly agree that management continuously

improves communication between management and staff.
• 20% employees agree with the statement.
• 30% employees have neutral views.
• Rest 3.3% disagree with the statement.

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Q.10) I am satisfied with the present position in my company.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 2 2 8 9 9
Respondents
Percentage 6.7% 6.7% 26.7% 30% 30%

Interpretation
• Out of 30 respondents, 30% employees strongly agree that they are satisfied with the
present position in their company.
• 30% agree with the statement.
• 26.7% have neutral thoughts.
• 6.7% disagree
• Rest 6.7% strongly disagree with the statement.

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Q.11) Sufficient freedom and authority is given to perform a task.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 0 0 9 9 12
Respondents
Percentage 0 0 30% 30% 40%

Interpretation
• Out of 30 respondents, 40% employees strongly agree that sufficient freedom and
authority is given to perform a task.
• 30% employees agree to the statement.
• Rest 30% of employees has given neutral reactions.

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Q.12) My working conditions and environment support me to do my job effectively.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 0 0 5 13 12
Respondents
Percentage 0 0 16.7% 43.3% 40%

Interpretation

• Out of 30 respondents, 40% of employees strongly agree that working conditions and
environment support them to their job effectively.
• 43.3% respondents agree with the statement.
• Rests 16.7% have neutral views.

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Q.13) my job allows me to maintain a healthy balance between my work and personal life.

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 1 1 6 11 11
Respondents
Percentage 3.3% 3.3% 20% 36.7% 36.7%

Interpretation

• Out of 30 respondents, 36.7% of employees strongly agree that their job allows them to
maintain healthy balance between their work and personal life.
• 36.7% employees agree to the statement.
• 20% have neutral responses.
• Rest 3.3% disagrees, and 3.3% strongly disagree to the statement.

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Q.14) my job does not cause unreasonable amount of stress in my life

Strongly Disagree Neutral Agree Strongly

disagree agree
No of 2 1 10 9 8
Respondents
Percentage 6.7% 3.35 33.3% 30% 26.7%

Interpretation

• Out of 30 respondents, 26.7% employees strongly agree that their job does not cause
unreasonable amount of stress in their life.
• 305 of employee agree to the statement.
• 33.3% respondents have neutral reactions towards the statement.
• 3.3% employees disagree, and 6.7% employees strongly disagree to the statement.

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Q.15) on a scale of 0-5, how likely is you to recommend our organization to your friends and
colleagues due to the culture.

0 1 2 3 4 5
No of 0 0 2 6 10 12
Respondents
Percentage 0 0 6.7% 20% 33.3% 40%

Interpretation
• Out of 30 respondents, 40% respondents had given 5 star rating to recommend
organization to their friends due to the culture.
• 33.3% employees had given 4 star rating.
• 20% employees had given 3 star rating.
• Rest had given 2 star rating.

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 CHAPTER 6
FINDINGS AND CONCLUSION

Page | 45
 FINDINGS

• It was found that in a research more respondents are male as compared to female.
• It was found that employees are quite happy with the rewards and incentives given by the
company and also some employees try to work hard to achieve the incentives and
rewards.
• The organizational culture has a positive impact on job satisfaction level of employees at
Amazon.
• Many employees agree that Management continuously improves communication
between management and staff which improves the organizational culture at company.
• Most of the employees try to maintain their punctuality and establish coordination with
each other.
• It was found that working environment at company supports employees to increase their
efficiency and effectiveness.
• It was discovered that employees have sufficient freedom to perform a specific task at
organization.
• In the end I can say that employees are happy and well satisfied while working at
Amazon.

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 CONCLUSION

• It can be concluded that a large number of employees are satisfied with the work they

perform and also with the place in which they daily carry out their work.

• The company also provides a good level of freedom to the employees so that they can

take decisions.

• Many employees agreed that right now staying with the organization is a matter of

necessity as much as desire for them.

• It can be concluded that employees are satisfied with the bonus and incentives given by

the company.

• It can also be concluded that a healthy number of employees experience the feeling

personal accomplishment in the work they perform.

• Most of the employees try to maintain their punctuality and establish coordination with

each other.

• The organizational culture has a positive impact on job satisfaction level of employees at

Amazon

• A good organizational culture helps employees to improve their efficiency and

effectiveness.

• In the end it can be concluded that employees are happy and well satisfied while working

at Amazon Company.

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 CHAPTER 7
LIMITATIONS AND SUGGESTIONS

Page | 48
 LIMITATIONS

• Due to pandemic, face to face interaction was not possible so real views and opinions

were difficult to get.

• Employees were hesitating to share personal information of working of company and

therefore not willing to fill forms.

• Questionnaire was conducted through online social media platform so may have chances

of bias from employees side.

• It was time consuming as employees do not response on time and so large sample size

was difficult to target

• The findings and conclusions are based on knowledge and experience of the respondents

sometimes may subject to bias.

• Information of companies was collected from websites and company own profile on

internet so accuracy may not satisfied.

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 SUGGESTIONS

Suggestions for building a high-performing organizational culture are as follows:

• Excel in recognition: - Recognizing the contributions of all team members has a far-
reaching, positive effect on organizational culture. When everyone on the team
recognizes the accomplishments of others, individuals start to see how they’re part of a
whole.

• Enable employee voice: - Creating a culture that values feedback and encourages
employee voice is essential, as failing to do so can lead to lost revenue and demotivated
employees.

• Make your leaders culture advocates: - Your Company’s success in building a

strong workplace culture rests in the hands of team leaders and managers. For example, if
your workplace culture prioritizes certain values and your leadership team doesn’t
exemplify them — or even displays behaviors that go against them — it undermines the
effort. Team members will recognize the dissonance between stated values and lived
behaviors. They may even start to emulate negative behaviors because they believe those
behaviors have been rewarded by management.

• Live by your company values: - Your Company’s values are the foundation of its
culture. While crafting a mission statement is a great start, living by company
values means weaving them into every aspect of your business. This includes support
terms, HR policies, benefits programs, and even out-of-office initiatives
like volunteering.

• Forge connections between team members: - Building a workplace culture that

can handle adversity requires establishing strong connections between team members, but
with increasingly remote and terse communication, creating those bonds can be

Page | 50
 challenging. Encouraging collaboration and engaging in team building activities — even
when working remote — are two effective ways to bring your team together and promote
communication.

• Focus on learning and development: - Great workplace cultures are formed by

employees who are continually learning and companies that invest in staff
development. Training initiatives, coaching, and providing employees with new
responsibilities are all great ways to show your team that you’re invested in their success.

• Keep culture in mind from day one: - When an employee’s perspective doesn’t
match your company culture, internal discord is likely to be the result. Organizations
should hire for culture and reinforce it during the onboarding process and beyond.
Practices and procedures must be taught, and values should be shared. When hiring,
ask questions focused on cultural fit, like what matters to the interviewee and why they’re
attracted to working at your company. But these questions shouldn’t be the sole
determining factor when evaluating a candidate, as the best organizations keep an open
mind to diverse perspectives that can help keep their culture fresh. You should also
prioritize building social relationships during the onboarding process so that employees
have the insight necessary to understand your company’s culture and values. These
relationships will last throughout the employee’s time at the company, so that cultural
values are mutually reinforced on a continuous basis.

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 CHAPTER 8

BIBLIOGRAPHY

Page | 52
 BIBLIOGRAPHY

• https://www.achievers.com/blog/organizational-culture-definition/

• https://en.wikipedia.org/wiki/Amazon_(company)

• https://www.aihr.com/blog/types-of-organizational-culture/

• https://explore.darwinbox.com/hr-glossary/organizational-culture

Page | 53
CHAPTER 9

ANNEXURE

Page | 54
 ANNEXURE

NAME

DESIGNATION

EMAIL I’D

GENDER

AGE

Q.1 I would be very happy to spend the rest of my career with this organization

Strongly disagree Disagree Neutral Agree Strongly Agree

2) I really feel as if these organizational problems are my own.

Strongly disagree Disagree Neutral Agree Strongly Agree

3) I feel emotionally attached to this organization.

Strongly disagree Disagree Neutral Agree Strongly Agree

4) Right now staying with my organization is a matter of necessity as much as desire.

Strongly disagree Disagree Neutral Agree Strongly Agree

Page | 55
5) It would be very hard for me to leave my organization right now, even if I wanted to

Strongly disagree Disagree Neutral Agree Strongly Agree

6) Employee has easy access to policies.

Strongly disagree Disagree Neutral Agree Strongly Agree

7) I am satisfied with the bonus and incentives given by the company.

Strongly disagree Disagree Neutral Agree Strongly Agree

8) People at my work place unit are friendly and helpful.

Strongly disagree Disagree Neutral Agree Strongly Agree

9) Management continuously improves communication between management and staff.

Strongly disagree Disagree Neutral Agree Strongly Agree

10) I am satisfied with the present position in my company.

Strongly disagree Disagree Neutral Agree Strongly Agree

11) Sufficient freedom and authority is given to perform a task.

Strongly disagree Disagree Neutral Agree Strongly Agree

12) My working conditions and environment support me to do my job effectively.

Strongly disagree Disagree Neutral Agree Strongly Agree

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13) My job allows me to maintain a healthy balance between my work and personal life.

Strongly disagree Disagree Neutral Agree Strongly Agree

14) My job does not cause unreasonable amount of stress in my life.

Strongly disagree Disagree Neutral Agree Strongly Agree

15) On a scale of 0-5, how likely are you to recommend our organization to your friends and
colleagues due to the culture.

0 1 2 3 4 5

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