JOSHUA MAINA MWATI2026-06-102024-11https://repository.mua.ac.ke/handle/123456789/2341This study delves deeper into investigating the influence of non-incentive factors on employee morale within the automotive industry, specifically examining the case of CMC Motors Group Limited. The research paper aims to identify and analyze the key non-incentive factors that impact employee morale, including work environment, leadership, job satisfaction, and organizational culture. By examining and understanding these factors, the study proposal seeks to provide valuable insights for key players in the automotive industry to improve employee morale and enhance organizational performance. The research makes use of a qualitative case study approach, involving in-depth interviews with employees at various levels within CMC Motors Group Limited. Data analysis would be conducted using thematic analysis tools to identify common subject matter and patterns that relate to non-incentive factors and their effect on the employee’s morale. The study findings are expected to contribute to a clearer understanding of how the various factors influence employee morale in the automotive industry. These insights can be used by organizations to develop targeted strategies to enhance employee satisfaction, improve retention rates, and ultimately achieve greater organizational success.Thesis