DEVELOPMENT OF CONTEMPORARY ROTI SAI MAI BY SOCIAL ENGINEERING TOOLS

Abstract

The development of modern Roti Sai Mai using social engineering tools is qualitative research that aims to: 1) study the context of Sri Sanphet community, Phra Nakhon Si Ayutthaya Province, 2) analyze the production and distribution of Roti Sai Mai in the community, and 3) develop a modern Roti Sai Mai product using social engineering tools. The study of the problem found that the community has many Roti Sai Mai shops, high competition, products are not different, consumers lack brand awareness and loyalty and are primarily concerned with convenience and price. In addition, the store sees an opportunity to expand its customer base to teenagers and working adults to increase income but lacks experience and knowledgeable people of modern marketing. Therefore, joining the Social Engineering Project with Valaya Alongkorn Rajabhat University. The research methodology used a participatory research process with the community as the foundation. The research tools used are the five social engineering tools: Fapradhan, Life Clock, Development Timeline, Process Timeline, and M.I.C. Model. The research result are: 1) the context of the Sri Sanphet community is located on the route leading to Wat Phra Sri Sanphet, a tourist attraction. There are 200 households, most of whom have their main income from working as factory employees in the industrial estate in the province, selling roti sai mai as a souvenir on holidays is an additional income of an average of 800-1,000 baht per day. 2) Analysis of the production and distribution of Roti Sai Mai found that the process of making Roti Sai Mai flour from cereal flour has 5 steps, takes a total of 24-33 minutes to produce and sells out within 8 hours/day, and 3) The process that was developed was to design the product to be different from competitors. The research outputs are: 1) a recipe for making roti dough sheets with green tea and cocoa flavors that are modern and can be eaten by people of all ages, 2) packaging the roti dough sheets in a zip-lock bag helps extend the shelf life, 3) the logo of the shop “Roti Sai Mai Pa Tua Lek” creates an identity that promotes brand awareness and loyalty, and 4) add online ordering channels via the Line application. The research outcome is that the community has guidelines for developing Roti Sai Mai products and has formed a community network with Valaya Alongkorn Rajabhat University. The impact that occurs is that community entrepreneurs have increased income and have higher competitiveness as well.