Employee Motivation and Perception: A Report on Kellogg's Strategies

This report delves into the psychological factors of motivation and perception and their impact on employee behavior and decision-making, using Kellogg's as a case study. The introduction defines perception and motivation, emphasizing their significance in the workplace. The main body explores how Kellogg's motivates its employees, focusing on factors like reputation, customer satisfaction, and competitive positioning, alongside strategies like the 'Fit for Life' program and flexible working options. It also examines customer and employee perceptions, highlighting their influence on business outcomes. The report concludes by summarizing the importance of motivated employees and positive perceptions for achieving company goals, referencing various academic sources to support its findings. The report emphasizes the importance of employee well-being and flexible work arrangements to enhance productivity and create a positive work environment.

Motivation and perception

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
1. What motivates company & how it motivates employees...........................................................3
2. Perceptions for the company........................................................................................................4
CONCLUSION....................................................................................................................................5
REFERENCES.....................................................................................................................................6

INTRODUCTION
Motivation and perception are two different psychological factors which creates impact on the
working of employees behaviour and decision making process as well. Perception is defined as the
ability to derive or attend some meaning for completing a particular business task. Motivation is
related with why people do things and which factors drives to behave in specific manner. This
report is based on survey conducted in context of Kellogg's company which is engaged in food
processing business so as to evaluate measures as undertaken for motivating employees and focuses
on determining perceptional aspect of its customer and employees.
MAIN BODY
1. What motivates company & how it motivates employees.
Motivating employees and workforce can help Kellogg's in retaining of good and skilled
employees with themselves. It helps motivated staff in making them more committed to their place
of work. By imparting proper and adequate means as per the needs and requirements of employees,
Kellogg's has been able to improve its business efficiency, increase its output and sales level along
with improvement in its quality and standard.
Following factors motivates company and improves its performance level:
1. Reputation and goodwill – By having good reputation and goodwill among the market
place and customer, it helps Kellogg's in building brand image. For maintaining same
goodwill, company ensures delivery of quality and standards products and services with
affordable prices. It helps company in building trust among its customer which in turn
provides brand loyalty (Peters, 2015). If company is having good image, more customers
and workforce will attract towards itself which helps in increasing firm value & income
level.
2. Customer retention and satisfaction – If company is rendering the best quality services at
reasonable and affordable price, it will result in increase in demand and more customers will
get attracted. Also, it will help Kellogg's in achieving customer satisfaction level. By
continuing delivering same quality it will able to retain large number of customers.
3. Competitive position – On having good reputed position in the competitive market, it will
help Kellogg's in gaining competitive advantages and assist in acquiring large market share
as well. For maintaining this position in the tough competitive world, Kellogg's always
ensures proper measures and strategies to be made for smooth functioning.

Kellogg's has always ensures that its employees needs are fulfilled so as to make them
motivated to perform in their best possible manner (Deckers, 2018). For this, it has developed
number of motivating factors with the aim of making Kellogg's a desirable and good business place
to work with. Different measures has been taken by the company for motivating and enhancing the
productivity and profitability aspects of its own business as well as employees performance viz.:
1. By starting a 'Fit for Life' programme thereby giving access to employees to join fitness and
yoga centres, undergoing free health check-ups and taking assessment of fitness on annual
basis by specialists of healthcare.
2. It also provides a ‘summer hours’ programme from May to September which means
employees can make adjustment in their working hours to balance work life against family
commitments.
3. Other factors initiated by Kelloogg's for motivating its employees includes:
 Flexible – time of working, work from home option and job sharing.
 Breaks for developing career such as higher studies, maternity and paternity leave.
 On-site gyms, subsidized access to all the local facilities (Herzberg, 2017).
Thus, by using different motivating factors Kellogg’s has been able to make business work more
exciting and interesting experience for its employees thereby increasing productivity, profitability
and is able to seek competitive edge for business.
2. Perceptions for the company.
Perception is defined as a belief or value as per which customer derive meaning of
something and makes its decision accordingly. Every business organisation is required to
understand its employees, customers, market as well as competitor thought process and conduct
business operation thereafter for maximizing business value.
Customer perceptions - Is concerned with what customers think about company and its
products & services. On having positive thoughts, it will help Kellogg's in attracting and increasing
its customer base and profitability level as well. For maintaining and retaining such customer level,
it is required to have good customer relationship for making them more satisfied. Kellogg's can
influence its customer perception by providing better standard products and services at affordable
and cheap prices with same quality as offered by its competitors.
By using different means of marketing such as advertisement in paper or social media
marketing, improving branding and labelling features, and other channels can influence customer

perception to a large extent. Feedbacks, customer review and relation also affect customer
perception in respect of buying behaviour (Senthilkumar and Kannan, 2019).
Employee perceptions – In an organization, leadership style, job roles and responsibility,
communication ways etc. are some factors which impacts the perception and beliefs of the
company's employees and staff. For attaining the set defined business goals and objectives, it is
very much important to have proper and effective communication in the company so that strategies
framed can be understood by employees and can help them in working towards achieving these
goals. By identifying employees strengths and weaknesses, Kellogg's has been able to make
improvement in required areas for making them more efficient and capable (Choi, Kim and Kang,
2017).
By listening to employees ideas and thoughts, involving them in decision-making process
can help them in increasing their motivation level which in turn can improve their productivity as
they will work with more satisfactory will. Also, by appraising work and giving them responsibility
to make decision will act as a positive motivating factor for them.
CONCLUSION
From the above report, it can be concluded that motivated employees are more productive
and efficient which can help company in achieving high profitability and market share as well.
Kellogg's by providing different facilities such as flexible working hours, healthcare options etc. has
been able to increase its employees motivation level and is able to achieve its employees perception
as well.

REFERENCES
Books and Journals
Agrawal, V., Agarwal, S. and Agrawal, A. M., 2017. Perception of employees toward e-learning
service quality: exploratory factor analysis. Industrial and Commercial Training. 49(7/8).
pp.350-356.
Choi, S. B., Kim, K. and Kang, S. W., 2017. Effects of transformational and shared leadership
styles on employees' perception of team effectiveness. Social Behavior and Personality: an
international journal. 45(3). pp.377-386.
Deckers, L., 2018. Motivation: Biological, psychological, and environmental. Routledge.
Herzberg, F., 2017. Motivation to work. Routledge.
Mayorova, E. A. and Lapitskaya, N. V., 2016. Assessment of customers’ perception of social
responsibility of trade business. International Journal of Economics and Financial Issues. 6(2S).
pp.158-163.
Peters, R. S., 2015. The concept of motivation. Routledge.
Ryan, R. M. and Deci, E. L., 2017. Self-determination theory: Basic psychological needs in
motivation, development, and wellness. Guilford Publications.
Senthilkumar, S. and Kannan, R., 2019. A STUDY ON PERCEPTION OF CUSTOMERS
TOWARDS CUSTOMER RELATIONSHIP MANAGEMENT PRACTICES IN STAR
HOTELS IN MADURAI. Advance and Innovative Research. p.12.
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