mother in law daughter in law relation

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Table of Contents

Restaurant Owners- ....................................................................................... 14

Students of North South University- .............................................................. 16

Introduction

As students of North South University (NSU), we spend a significant portion of our day in

the university, where we are busy attending classes, studying in library or simply gossiping

with friends. Some of us end up spending the entire day in university as few of our classes are

in the morning and the rest of them are in the afternoon. And of course we don’t bring lunch

from home, although our parents insist, and that is why we rely on the little restaurants

surrounding our university for our lunch.

I used to have my lunch in university two days a week when we were in Banani and my

favorite place was Malotilota. It was a small restaurant right beside Sheer Plaza (SPZ), and

their food was of good quality and at a reasonable price. Not only that, every time I entered

Malotilota, I always found some of my friends having their lunch, so I used to join them

having my lunch and gossiping at the same time. NSU has been trying to shift their campus to

Basundhara for a long time and in (Summer 2009) our university actually moved to the new

campus. Although I was happy that finally we moved to our own campus, I could not help



but wonder the fate of the restaurants who served us all these years. “What would have

happened to them when NSU had shifted to Basundhara?” I kept asking myself. So I decided

to find out the effect of NSU’s shift from Banani through this research which involves the

students of NSU and the little restaurants surrounding it in Banani.

I believe that the question I kept on asking myself has crossed the mind of all the students

of NSU and through this research I want to answer their questions. By reading this report, one

will get an idea about the fate of the restaurants after we moved to Basundhara. I have also

tried to find out what the future plans has been for those restaurants were after we moved,

what impact of our shifting has been on their business and how they expected to cope with

the situation.

Previously, many researches have been conducted relating to some of these restaurants, but

they mainly focused on their quality of food, how popular it is among the students and so on.

On the other hand, my research strictly focuses on the impacts the restaurants have to face

after NSU shifted to Basundhara and how are they responding to the situation.

Although many of the students of NSU believe that those small restaurants had suffered

significantly when NSU shifted to Basundhara, I on the other hand think that the restaurants

have survived. Of course there have been losses in some businesses but those were not badenough to shut their business down. They may have faced some difficulties in the short run,

but in the long run most of the restaurants have survived. So, even after NSU has shifted to

Bashundhara, most of those restaurants are still there, serving other university students,

bustling with customers like before.

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Background

As university students, restaurants become an integral part of our life. Apart from the good

food that they offer, there is another reason why restaurants are so important for students,

particularly among NSU students. As pointed out by Sabrina Hasan Shoily, et al. (2006)

“Like all other universities, adda holds a special part in the lives of NSUers.” This is evident

by the gatherings in university canteens, girls lounge and boys lounge during class breaks.

Many students of NSU also prefer to hang around and eat in outside restaurants like

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Boomers, Helvetia, New Yorker Café, Abacus and Western Grill. Most of the restaurants

around NSU are bustling with NSU students (Shoily, et al., 2006).

Another popular place among university students in Banani was X-Lounge. “Located in

Abedin Tower at 35 Kemal Attaturk Avenue X-Lounge is set in the heart of the unofficial

private university district . . .” thus making it a ideal place for NSU students (Rahman, 2007).

Most of the youngsters are drawn to X-Lounge by its sheesha and good quality food.

During Pohela Baishakh, there are many restaurants which attract the youngsters due to the

variety of Bengali foods that they offer and an enjoyable means of celebrating the new

Bengali year with their friends. Some of these restaurants are Kasturi, Boishakhi, Dhanshiri

and so on. Restaurants like Sylvana Foods and Mouly Restora are particularly popular among

the students of Dhaka University, which offers a 'jomjomat' environment for them to enjoy

(Khan & Zarif, 2004).

Traditional food items in Bengali culture like ‘pithas’ which includes Kheer Puli, Narkel

Puli, Chandra Puli, Chitoi and so on are also sold in many restaurants in Dhaka. So,

youngsters can also enjoy these Bengali delicacies in restaurants like Khabar Dabar Pitha, as

the tradition of preparing winter delicacies at home is slowly fading away (Parveen, 2008).

Professor Abdul Mannan, who is a Professor of Business Administration inEast West

University states that “Back in the mid 60's during our student days such facilities

[restaurants] were nonexistent. However there were quite a few small tea stalls and canteens

in an around the campus which were quite popular with the students.” (Mannan, 2007). This

shows that restaurants have always been an integral part of student life.

Hypothesis The previous location of North South University, Banani, is also populated by

many other private universities like American International University of

Bangladesh (AIUB), South East University, Prime Asia and London School of

Commerce (LSC).Recently Northern University of Bangladesh (NUB) and

Presidency University has also opened their campus here.

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Therefore my hypothesis is that, though for a short period of time those

restaurants has been affected but in the long run those restaurants are doing

fine due to the presence of other Universities and offices.

Research Methodology

For my research, I have decided to conduct a survey based on questionnaires and interviews.

Through the questionnaire survey, I want to collect general information regarding my

research topic which will help me establish my hypothesis. The interviews will allow me to

gather more detailed information which will help me to get a better understanding of my

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topic of research. I have used Microsoft Office Excel 2007 to analyze the data collected

through the survey so as to draw conclusion based on the results.

First of all, I have divided my survey audience into two groups, ‘Restaurant Owners’ and

‘Students of North South University’. A set of questionnaire has been prepared for each

group so that it is possible to collect the relevant information from both the groups. I have

chosen six restaurants in Banani which are Western Grill , Shawrma and Pizza, Malotilota,

Sun Belly, Helvetia and Boomers. All these restaurants were close to NSU campus and were

vastly popular among the students of NSU.

After conducting the survey of restaurant owners, I found some interesting results. First of

all, as shown in figure 4, 50% of the restaurants did not consider the presence of NSU while

deciding on their restaurant location, where as only 17% actually considered it. Despite

having 9000 students, 83% (figure 5) of the restaurants generated below 30% of their total

revenue from NSU students and all the restaurants included in my survey knew that NSU is

shifting to Basundhara in summer 2009 (figure 6). 83% of the restaurants expected that their

business will not be affected significantly due to this move and the rest 17% thought they

would be affected moderately (figure 7). As shown in figure 1 below, 83% of the restaurants

expected that the students of other private universities will be enough to sustain their

business. That is why 50% of the restaurants are not interested to shift their business to

Basundhara near NSU (figure 2). Finally, 50% of the restaurants will slash employees if

their revenue falls and the rest 50% will not (figure 8). Table 1 below shows the number of

employees of each restaurant in the survey and their intention to fire employees in case of a

fall in revenue.

Table 1

Name of Restaurant Number of Employees Fire Employees?

Malotilota 32 Yes

Western Grill 12 Yes

Boomers 20 No

Helvetia 16 No

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Sun Belly 14 No

Shawrma and Pizza 12 Yes

*Average Employees per restaurant = 17

*Highest number of Employees = 32

*Minimum number of Employees = 12

Figure 1

Figure 2

After conducting the survey of the restaurant owners, I conducted the survey of NSU

students. In my survey, I have included 31 students of NSU, thus my sample size for the

survey was 31. The survey suggests that 52% of the students have their lunch twice a week in

university, 10% have their lunch every day and only 3% never have their lunch in university

(figure 9). According to figure 10, 38% of the students have lunch in both canteen and

outside restaurants, but mostly preferred outside restaurant, 35% preferred canteen and 10%7



have their lunch in only outside restaurants. Figure 11 points out that Malotilota and Boomers

were most popular restaurants among the students of NSU. When asked whether they have

ever thought about the effects on these restaurants after NSU moved, 77% responded

positively and the rest 23% said ‘no’(figure 12). 53% of the students were certain that the

restaurants will be affected by this move, 7% think that they have not be affected and the rest

40% are unsure (figure 13). As a result, 46% of the students think that the restaurants have

been affected significantly, 35% think they have been affected moderately and only 19%

think that the effect have not been too much (figure 3). On the other hand, 58% of the

students believed that the restaurants have been able to survive after the move whereas only

7% think that they have been shut down (figure 14).65% of the students want the restaurants

to move to Bashundhara, and the rest 35% said they don’t want the restaurants to move

(figure 16). When asked whether NSU should support these restaurants to move to

Basundhara near them, only 13% supported the idea, 39% did not support the idea and the

rest 48% are undecided (figure 17).

Figure 3

After conducting the questionnaire survey, I decided to carry out interviews with restaurant

owners to gather more detailed information about their plans and strategies after NSU moved

to Basundhara. Therefore, I chose Shawrma and Pizza and Malotilota for my interview.

I conducted the first interview with the owner of Shawrma and Pizza, Mustafiz Rahman.

Like many other restaurant owners, he was also concerned as NSU moved to Basundhara.

But, his restaurant is little far away from NSU compared to other restaurants, so he thought

his business will not be affected that much. Other universities like AIUB (American

International University of Bangladesh), South East and South Asia is closer to his restaurant

and he mostly catered to the students of those universities. He expressed concern for other

restaurants which were much closer to NSU, and thought that some of them will be badly

8



affected. Despite having intentions of moving to Basundhara near NSU, he was not being

able to do so due to barriers like availability of land and resource constraints.

In the next interview, I decided to talk with the manager of Malotilota. I chose Malotilota as

it was popular among the students of NSU. Rafiqul Islam (the manager) expressed concern

for their business as he believed that Malotilota will be significantly affected when NSU

shifts to Basundhara. They were situated very close to NSU campus and generated a

significant portion of their income from NSU students. When NSU moved to its new campus,

Malotilota had found it difficult to survive. And lacks of resources are prohibiting them to

shift their business to Basundhara near NSU.

Summary of Findings

Restaurant Owners:

The survey of the Restaurant Owners indicates that only 17% of the restaurant owners

actually considered the presence of NSU when selecting the location for their restaurant.

Whereas, 50% of the restaurant owners did not consider it at all. So my first hypothesis that

restaurant owners considered the presence of NSU for choosing their location does not hold

true when this figures are taken into consideration. It might have been that instead of NSU,

restaurant owners considered the presence of other universities or offices near the area.

All the six restaurants that were included in the survey knew that NSU is shifting to

Basundhara (Summer 2009). Some of them were certain about this information and the rest

had some doubt about it. But none the less, all the restaurants knew about the move, which

proves my hypothesis.

The restaurants which were included in the survey, 83% of the restaurants generated below

30% of their revenue from the students of NSU. This implies that most of the restaurants did

not rely heavily on NSU students for their business. As a result, most of the restaurants

believe that their business have not been affected significantly, where some believe that it hasa moderate impact on them. The interview with the manager of Malotilota states that they

9



might have to shut down their restaurant if they fail to attract customers after the move.

Thankfully, they have survived. But this is not a matter of concern for most of the restaurants

because, as was my hypothesis, 83% of them hope to sustain their business based on

customers from other universities and offices in and around Banani.

Each of the restaurants in the survey employs on an average 17 employees. As their

revenue has fallen when NSU moved, 50% of the restaurants had slashed their employees. As

stated in my hypothesis, this is natural reaction by the restaurants. Malotilota has 32

employees, which is the highest among all the restaurants in the survey, and they intend to

fire their employees if revenue falls (Table 1), thus creating unemployment among the needy.

Furthermore, half of the restaurants did not plan to move to Basundhara near NSU, because

they believed they can sustain their business in Banani and it will be too expensive for them

to move to Basundhara. This proves my hypothesis was wrong that the restaurants will move

to Basundhara to expand their business.

Students of NSU:

The survey of the NSU students shows that 52% of the students have their lunch at least

twice a week in university and 38% of the students preferred outside restaurants than the

canteen. Although 35% of the students preferred canteen over outside restaurants for their

lunch, but most of these students are represented by girls, who did not feel comfortable going

to restaurants for their lunch. So, based on these data, my hypothesis holds true that students

preferred outside restaurants for lunch over canteen.

As stated in my hypothesis, 53% of the students believed that the restaurants have been

affected by this move compared to 7% who said the opposite. In terms of magnitude, 46% of

the students think that the restaurants have been affected significantly, 35% think moderately

and only 19% think the effect is minor. This shows that the students believed those

restaurants rely on them for their business, and the impact has been severe after they move to

Basundhara.

Although the students believed that the restaurants have been badly affected, 58% of them

think that the restaurants have been able to survive after NSU shited to Basundhara. This is

because there are many other universities in Banani and the existing restaurants can cater to

the students of those universities. Also there are many other offices in that area, which had

enabled the restaurants to survive. So the above mentioned data supports my hypothesis.

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As stated in my hypothesis, 65% of the students want those restaurants to move to

Basundhara so that they can enjoy their service here. Since the students are accustomed to

those restaurants, they would prefer those restaurants to be near them here. Interestingly, only

13% of the students agreed that NSU should assist those restaurants to move to Basundhara,

which clearly proves my hypothesis wrong. 39% of the students opposed this idea, which

indicates that although they want those restaurants in Basundhara, but do not want any

involvement of NSU in this regard.

Suggestions

According to my research findings, after NSU has shifted to Basundhara, most of the

restaurants in Banani area were not affected significantly. The restaurants owners believed

that they will be able to sustain their business relying on other universities in the area as well

as targeting the offices and markets in Banani. This does not mean that their business will be

entirely unaffected, as most of the restaurant owners did agree on the fact that they have

experienced a fall in revenue. This is more of a concern for the employees of the restaurants

than the restaurants itself. This is because half of the restaurants will reduce the number of

employees working if their revenue falls. As a result, many hard working employees will lose

their job and their only source of income. This will in turn affect their family members as

well.

The restaurant owners should take this into consideration, and instead of letting their

employees go, they can reduce their salary for the time being. Most of the restaurant owners

believe that the gap created by NSU shifting to Basundhara will fill up in the near future by

other universities moving into this area. So, they expect their business to recover, and once it

does, they will need employees, so why fire the existing employees now. If they decide to

11



reduce the salaries of their employees, then both the restaurant and its employees will be

benefited.

Many of the restaurants have expressed their intention to move to Basundhara near NSU,

but they are not being able to do so due to resource constraints. Some of them do not have the

capital required, some of them having difficulty acquiring suitable land in Basundhara and

some of them think that they will not be able to attract NSU students if they move there due

to high competition.

Since these restaurants have served the students of NSU for so long, NSU should assist

them to move to Basundhara. They might provide financial assistance, or allow them to

operate in their canteen so that the restaurants don’t have to acquire land. The students of

NSU could organize an event, where they could express their expectation of these restaurants

moving to Basundhara near them. This will give the restaurants enough confidence to take

the initiative of moving to Basundhara.

Conclusion

Although most of the students of NSU think that the small restaurants surrounding NSU in

Banani have been significantly affected after they shifted to Basundhara, the restaurant

owners do not quite agree with them. They think that initially, they have experienced decline

in their revenue, but in the span of time their business will be just like before as the gap

created by NSU will be covered by other universities. So, it is now only a matter of patience

to find out who is right and who is wrong.

Through my research finding, I have been able to prove my hypothesis that after NSUshifted to Basundhara, those restaurants have been able to survive in the long run despite fall

in revenue in the short run. So, it is not be surprising if any NSU student visits Banani and

find those restaurants full of life with students of other universities.

All the students of NSU are very excited after the move to their own campus in

Basundhara, which has been their dream for a long time, but deep inside, they feel a sensation

of emptiness as they have left so many things behind. It’s just like moving from one city to

another, where there is the excitement of an entirely new experience and also there is the pain

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of leaving the place which we called home for so long. So it’s a mixed emotion for NSU

students.

The restaurant which will miss NSU the most is Malotilota. For so long, they have been

serving the students of NSU. Their restaurant was always bustling with students, and all of a

sudden the environment inside the restaurant is much more quite. Although, they don’t intend

to move to Basundhara. It will be heart breaking if any restaurant shuts down. Of course, one

restaurant has been shut down immediately after this move due to its heavy dependence on

NSU students. That is Food Villa.

Bibliography

Khan, M. A., & Zarif, M. M. (2004, April 13). baishakhi hang outs [Electronic version].

LifeStyle , 1 (45).

Mannan, A. (2007, June 3). Eateries of Dhaka University [Electronic version]. Star Campus ,

2 (21).

Parveen, S. (2008, December 15). Delights of mouth-watering pithas [Electronic version].

The Daily Star .

Rahman, N. (2007, November 16). A Blend of Taste and Informality [Electronic version].

Star Weekend Magazine , 6 (44).

Shoily, S. H., Ahmed, N., Ali, H., Mainul, Nayan, A., Osman, T., et al. (2006, September 3).

Campus adda [Electronic version]. Star Campus , 1 (5).

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Appendix 1

Results of Questionnaire Survey:RESTAURANT OWNERS-

Q1. Did the presence of North South University play an important role for choosing your

restaurant location?

Answering Options Number of ticks

Yes 1

I have considered it among other factors 2 No, I did not consider it at all 3

Q2. How much of the total revenue of your restaurant used to be generated by North South

University students and faculties?


Over 70% of my revenue 0

Between 50% and 69% 0

Between 30% and 49% 1Below 30% 5

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Q3. Were you aware about the shift of NSU to Basundhara ?


Yes 6

No 0

Q4. How do you think this has affected your business?


Severely 0

Moderately 1

Not too much 5

Not at all 0

Don’t know yet 0

Q5. Are the students of other private universities enough to sustain your business?


Yes 5

No 1

Not sure 0

Q6. Would you like to move your business to Basundhara near North South University?


Yes 2

Might be 1

No 3

Don’t know yet 0

Q7. Have you fired any employee due to this move or will you?


Yes 3

May be 0

No 3

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STUDENTS OF NORTH SOUTH UNIVERSITY -

Q1. Do you lunch in university?


Never 1

Once a week 11Two to three times a week 16

Everyday 3

Q2. Do you do your lunch in university canteen or outside restaurants?


University canteen 2

Outside restaurants 5

Both, but mostly in university canteen 11Both, but mostly in outside restaurants 12

I don’t do lunch in university 1

Q3. In which restaurants you used to lunch most often when NSU was in Banani?


Malotilota 7

Boomers 7

Sunbelly 1

KFC 3

16



Candy Floss 3

Basori 2

Prestine Café 2

Food Villa 1

Western Grill 1

Coffe World 2

Q4. Have you ever thought of the effects those small restaurants are having due to North

South University’s shift to Basundhara?


Yes , it’s significant 24

No 7

Q5. Do you think those restaurants have been affected at all?


Yes 16

No 2

Maybe 12

Q6. What do you think is the magnitude of the effects on the restaurants due to the shift (if

any?)


Significant 14

Moderate 11

Not much 6Don’t know 0

Q7. Do you think that the restaurants have been able to survive due to the presence of other

universities in the area?


Yes 18

No 2

Don’t know 11

17



Q8. Do you think any of the restaurants have been closed due to this move?


No 21

Don’t know 8Yes 2

Q9. Do you think that the restaurants should move to Basundhara?


Yes 20

No 11

Q10. Do you think that North South University should provide support to those restaurants if

they want to move to Basundhara?


Yes 4

No 12May Be 15

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Graph Analysis of “Restaurants Owners” questionnaire:

Figure 4

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Figure 5

Figure 6

Figure 7

20



Figure 8

Graph analysis of “Students of NSU”:

Figure 9

21



Figure 10

Figure 11

Figure 12

22



Figure 13

Figure 14

23



Figure 15

Figure 16

Figure 17

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Interview 1: Shawrma and Pizza

Q1. What is your name?

Ans: Mustafiz Rahman

Q2. What is your position in Shawrma and Pizza?

Ans: I am the owner of the restaurant.

Q3. How much did you rely on North South University for your business?

Ans: We are located pretty far away from the campuses of North South University. Other

universities like South East University, AIUB and South Asia is closer to our restaurants.

That is why, we get comparatively more customers from these universities than North South

University. But of course we get customers from North South University and they contribute

to our daily revenue.

Q4. Did you know that North South University was moving to Basundhara in summer 2009,

which was at the end of May 2009?

Ans: Yes I knew about it.

Q5. How do you think your business has been affected due to this shift?

Ans: As I have mentioned earlier, we mostly rely on customers from other universities and

North South University did not contribute too much to our daily revenue. So I expected that

my particular restaurant will not be affected too much. But off course I must say one thing,

the status of North South University students is much higher on average than other

universities around my restaurants, so even though I got comparatively less students of North

South University, but the spending level was much higher compared to students of other

universities. So off course my business has been affected but I think other restaurants which

are much closer to North South University have been affected with greater magnitude.

Q6. Which restaurants specifically do you think has been mostly affected and why?

Ans: Malotilota, which is just beside North South University main campus has been affected

the most. This is due to their location, as there was only one other university, Prime Asia, in

that road. So they relied heavily on North South Students for their business. When North

25



South University shifted to Basundhara, they have experienced a sharp fall in customers, and

this made it tough for them to run their business.

Again there is this other restaurant, Sun Belly which should also be affected due to this shift.

But their impact has been less as they are closer to Banani market and there are a few offices

in that road, so their customer level has not fallen as much as Malotilota.

On the brighter side for these two restaurants, AIUB has opened a campus on that road, so

this has saved them for the time being.

Q7. Do you plan on moving to Basundhara near North South Students?

Ans: Yes I do. Actually, I am looking for a suitable location in Basundhara for my

restaurants. But I am facing severe problems in this regard. First of all, Basundhara authority

is not willing to give permission for establishing restaurants there now. Even if I manage to

get the permission, I will have to pay very high price for the land. Definitely moving to

Basundhara with North South Students is beneficial for my business as they have the highest

number of students compared to all other universities, and I have seen their new campus, and

I expect the student number to double or even triple in a very short span of time. So it’s a

good market for me.

Q8. Do you have any final comments?

Ans: All I would like to say is that very few restaurants are solely dependent on North South

University’s students for their business. As North South University has shifted to

Basundhara, other universities have come to take its place. So in the long run, I don’t see any

significant affect on any restaurants in Banani due to this shift. Of course we would have

preferred North South University in Banani than in Basundhara.

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Interview 2: Malotilota

Q.1 What is your name?

Ans: Rafiqul Islam.

Q.2 What is your position in Malotilota?

Ans: I am the manager.

Q.3 How long have you been working in Malotilota as a manager?

Ans: I am working for 3 years.

Q4. How much did you rely on NSU students for your business?

Ans: There are only two restaurants located very close to NSU, and we are one of them, the

other being Sun Belly. If you look around, over 70% of our customers were students of NSU.

So, our whole business depended on NSU students. Although we got other customers, like

students from other universities, drivers and so on, but we relied heavily on NSU students.

Q5. Did you know that North South University was moving to Basundhara in summer 2009,

which is at the end of May?

Ans: Yes, I knew that.

Q6. How do you think your business has been affected due to this shift?

Ans: I think our business has been badly hurt. We lost most of our customers. As a result our

income has fallen significantly. It has been very difficult for us to maintain the high fixed

cost like rent and employee wages. If somehow we can’t manage more customers, then we

expect to have a tough time ahead.

Q6. Which restaurants specifically do you think has been mostly affected and why?

Ans: I think our restaurant has been mostly affected. First of all, our restaurant was closest to

NSU, so we get most of the students; as a result, we were highly dependent on them for our

business. Malotilota was also very popular among the students of NSU as we offer quality

food with lots of variety at an affordable price. When NSU shifted, we have seen the largest

fall in revenue. So, our business has been affected the most. Now we are doing well.

27



Q7. Do you plan on moving to Basundhara near North South University?

Ans: No, we don’t. I have discussed this with my boss (restaurant owner), and he told me that

he is not in a position to move to Basundhara now. We will try to operate our restaurant here,

attracting students from other universities and make the best of what we have. If we can’t,

then we have no choice but to discontinue our business.

Q8. Do you have any final comments?

Ans: I was concerned about my employees who work here. I know they are hard working and

honest, and it is due to their contribution that Malotilota is here today. I will feel very bad if I

have to let them go if my revenue falls due to this move.

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Appendix 2

mother in law daughter in law relation

Documents