Turning process variables significantly affect the turning process performance. In the present work, Taguchi technique was applied to optimize the turning process performance during machining of AISI 304 material under conventional cooling method. Turning process variables such as cutting speed, feed rate and depth of cut were considered for the study. Taguchi L9 orthogonal array (OA) experimental design plan was considered for carrying out the experiments. Cutting temperature, tool wear and surface roughness were considered as output responses. From the results, it was found that the Taguchi technique determined optimum process parameters significantly improved the turning performance. It is recommended that metal cutting industries could use these optimum cutting conditions to reduce the material waste and increase the productivity while machining of AISI 304 material.