The Role of Motivation in Sainsbury's: A Retail Sector Analysis

This MBA dissertation investigates the role of motivation in the Sainsbury's retail organization, specifically focusing on the 10 Paternoster Square branch in London. The research begins with an introduction outlining the background, objectives, and structure of the study. A comprehensive literature review explores various motivational theories, including Maslow's Hierarchy of Needs, Herzberg's Two-Factor Theory, and others, providing a theoretical framework for the analysis. The methodology chapter details the research philosophy, design, and methods employed, including surveys and statistical analysis of Sainsbury's employees. The findings chapter presents and analyzes the data collected, discussing key motivational factors and their impact on employee performance. Finally, the report concludes with recommendations for management to enhance motivational levels and improve overall productivity within the organization. The study also addresses limitations and suggests areas for future research.

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Role of Motivation in Organisation

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Abstract
Motivation is a technique, which is always been used by managers for the purpose of
increasing the efficiency level of staffs. Motivation plays a vital role for any kind of
organisation. In retail sector customers are like God, so satisfying customer is very important
and for providing high quality customer service motivated workers are mandatory. The
following study investigates the different types of motivational factor that influences the
employee motivation and the whole study will deploy under 10 Paternoster Square branch of
Sainsbury’s, London. This research will start with an introduction contains with background
of the research, research questions, research objective, rational of the research and structure of
the full work. The following part will be literature review, which will cover with theoretical
analysis and definitions. Then in chapter three research methodologies will be described and
the following will be analysis findings and data presentation. This research will end up with
summary of the whole research, potential recommendation, solution and finally conclusion.

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Acknowledgement
The successful completion of this research would not be possible by support of many. Firstly
I would like to express thanks to my supervisor Dr Rajendra Kumer for providing immense
support, guidance and encouragement. I also like to express thankful Mr Azad who is store
manager of 10 Paternoster Square branch of Sainsbury’s, London, The manager and
employee provided full information and data.
I am also thankful librarian and officers of London school and commerce, British Council
Library for their valuable towards the collection of second data of my research.
I wish acknowledge with grateful thanks for the co-operation that I received from my friends and
family member specially my father and mother.
Nevertheless, I am grateful to my teachers who were always a source of inspiration to me
conducting the research.
Ahmed sadat kamal
10/01/2014 School of business & Law
MBA- b0479chlt0213
List of figures and tables

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Page No
Figure 1 Structure of the dissertation 14
Figure 2 Maslow’s Need Hierarchy Theory 18
Figure 3 Herzberg’s Two Factor Theory 21
Figure 4 Different research philosophies. 28
Figure 5 Research Design. 29
Figure 6 Respondent population 36
Figure7 Gender 37
Figure 8 Employee’s age group 38
Figure 9 Ethnicity 38
Figure 10- Work-status 38
Figure 11 Marital status 39
Figure 12 Important for motivation of workers 40
Figure 13 Important that the manager motivate staffs 41
Figure 14 Incentives activities 42
Figure 15 Salaries increase the motivation for workers 43
Figure 16 Staffs has a positive attitude towards work 44
Figure 17 Welfare should be a great concern to top management 45
Figure 18 Considering of favouritism may causes of effect. 48
Figure 19 Encourages staffs to work more efficiently 49
Figure 20 Rewarding for the best performance 52
Table 1 Inter-Personal relationship between top management and
staff
46
Table 2 Facilities are important in every organisation 47
Table 3 Credit for work done makes me more responsible 50

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Table of contents

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SERIAL Contents Page No
CHAPTER-1 Chapter-1 08
1.1 Introduction 09
1.2 Background of the Study 09
1.3 Research Background 10
1.4 Organisational Background 10
1.5 Rational for chosen topic 11
1.5 Purpose of undertaking the research 11
1.7 Statement of research problem 12
1.8 Research questions 12
1.9 Research objectives 12
1.10 Significant of the research 13
1.11 Structure of the dissertation 13
CHAPTER 2 Chapter 2 15
2.1 Introduction 16
2.2 Definition of motivation 16
2.3 Theories of motivation 17
2.3.1 Need theories of motivation 17

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2.3.2 Maslow’s need hierarchy theory 17
2.3.3 McClelland’s need theory 18
2.3.4 Equity theory 19
2.3.5 Herzberg’s theory 20
2.3.6 Goal theory 21
2.4 Analysis above mentioned the theories 22
2.5 Contemporary views on employee
motivation
22
2.5.1 Self- Determination theory (SDT) 22
2.5.2 Differences in motivation factors
affecting and non-managerial employee
23
2.5.3 Employment and motivation 23
CHAPTER-3 Chapter -3 25
3.1 Introduction 16
3.2 Research philosophy 26
3.2.1 Different research philosophies 26
3.2.2 Research philosophy adopted by this
study
28
3.3 Research design 29

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3.4 Types of research 30
3.4.1 Research approach adopted by this
study
31
3.4.2 Data types and sources 31
3.4.3 Qualitative data collection adopted by
this study
32
3.4.4 Quantitative data collection method
adopted by this study
32
3.5 Sampling Methods 32
3.5.1 Sample size 33
3.6 Validity and reliability. 33
3.7 Research limitation and ethical
consideration.
33
CHAPTER -4 Chapter-4
Data presentation, analyses and
discussion of results.
35 to 55
CHAPTER -5 Chapter -5 56
5.1 Introduction 57
5.2 Discussion of research questions 57
5.3 Discussion of research objectives 58
5.4 Recommendation 62

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5.5 Limitation 64
5.6 Suggestion for the future study 65
5.7 Conclusion 65
References 67
Bibliography 70
Appendix 1 72
Appendix 2 74

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Chapter -1

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Chapter one: introduction
1.3 Organisational Background
Source: http://www.j-sainsbury.co.uk/media/social-media/
Sainsbury's Supermarkets Ltd, 144 year’s Heritage Company which was established in 1869
by john James Sainsbury. It’s commonly known as Sainsbury’s. First time, it was the
partnership company, thereafter it became a private company and today it is a public
company. The founder John James started work at the age of 14 in a grocery shop near to
waterloo station, London. The founder got married with May Ann, started partnership
business. The first selling items were oil, butter, eggs. The Sainsbury 1869: First opened store

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in Drury Lane, London, 1914: Started woman recruiting in Sainsbury, 1950s: First self
service sector opened, 1970s: Started bakeries, fresh fish counters, coffee shops and petrol
station, 1994: Started sealing fair-trade food (Sainsbury annual report 2013).
The main strategic of the Sainsbury was high quality products at low prices. Though still now
they keep on same formula. Today Sainsbury’s is the long standing major retailing public
company. The head quarter of Sainsbury is situated in Holborn, London. There are 1.106
stores across in UK and Ireland and 15,7,000 colleagues are working in different position of
the Sainsbury and 23 Million customer transactions per week (Sainsbury’s Annual report
2013). Sainsbury’s £25,632 million annual sales: Convenience over £1.5 billion. General
merchandise over £1 billion. Groceries online nearly £1 billion. Sainsbury’s also occupied
16.8% share in UK (Sainsbury’s Annual report 2013)
10 Paternoster Square branch Sainsbury’s is located close to central London. It is 2 minutes
walking distance from St. Paul’s station. It is one of the largest retail store branch among all
the branches of Sainsbury’s in UK.
1.7 Statement of Research Problem
The primary aim of this study is to investigate the key motivational factors that influence
employees at Sainsbury’s, 10 Paternoster Square, London.
The researcher has shown how the negative impact could be reduce with good motivational
strategy that the company can formulated and implement to keep their employee happy,
fulfilled and satisfied. (Allen, 2007, Anderson, Caffey,& Byerly,2008).
1.8 Research Questions
This study is driven by the following research questions;
1. Is there any relationship between the motivation and higher performance?
2 What are the different factors that can influence retail sector employee motivation?