ADAPTATION STRATEGIES OF ROTI SAIMAI ENTREPRENEURS IN PHRA NAKHON SI AYUTTHAYA PROVINCE IN THE NEW NORMAL ERA
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Abstract
This study aimed to 1) study the operations of Roti Saimai entrepreneurs after the COVID-19 pandemic in Phra Nakhon Si Ayutthaya Province, 2) study the characteristics of Roti Saimai according to consumer needs, and 3) study the adaptation strategies of Roti Saimai entrepreneurs in the New Normal era. Data were collected from in-depth interviews with 15 samples of Roti Saimai entrepreneurs and 150 samples of Roti Saimai consumers by questionnaires. Both quantitative and qualitative data analysis methods were used. Data were analyzed using the mean, percentage, conjoint analysis, SWOT and TOWS Matrix. The results showed that entrepreneurs had adapted in every aspect except price. In addition, increased production hygiene was applied at the storefront so it is not crowded, and public relations through online media were increased. The conjoint analysis showed that the product characteristics, that consumers were most satisfed, consisted of clear storefront, food coloring silk threads, and roti flour mixed with synthetic flavors. The utility coeffcients were 0.571, 0.376, and 0.344, respectively. Entrepreneurs’ strategies for adapting included proactive strategies, such as improving the recipe for Roti Saimai to get a more diverse product recipe. Preventive strategies included developing tourism plans with government agencies and local tourism operators. Passive strategies included providing parking spaces for consumers to facilitate purchases. Corrective strategies included developing packaging to meet consumer needs.
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