???????????????????????????????????????? (7P�s) ??????????????????????????????????????????????? ????????????? Rocky Roast

Abstract

The researcher collected questionnaire data from a sample group aged 20 years and over, who were screened for interest in buying Hong Kong-style roast pork rice in Songkhla province, totaling 400 people. The data was processed for statistical analysis. The statistics used in the analysis were frequency, percentage, mean, standard deviation, F-test, analysis of variance, and multiple regression analysis. The results of the study found that consumers chose to use food delivery applications the most. Most consumers come for 2 people and eat 3-5 times a week. It takes 45-60 minutes from 11.01 to 12.00. The cost is 100-500 baht. In terms of marketing mix factors, it has a statistically significant effect on the decision to purchase Hong Kong-style roast pork rice. The variables that significantly affect the decision to purchase Hong Kong-style roast pork rice include personnel, promotion, price, process, and environment. Meanwhile, the product and distribution channels do not have a significant effect. Brand image has a statistically significant effect on the decision to purchase Hong Kong-style roast pork rice. The variables that significantly affect the decision to purchase Hong Kong-style roast pork rice include characteristics, benefits, and value factors. Meanwhile, personality, culture, and users do not have a significant effect.

??????????????????????????????????? 3 ???????????? ?????? 1. ????????????????????????????????????????????????????????????????????????????? ????????????? Rocky Roast 2. ??????????????????????????????????? (7P�s) ???????????????????????????????????????????????????????????? Rocky Roast 3. ???????????????????????????????????????????????????????????????????????????????????????? Rocky Roast ???????????????????????????????? Rocky Roast ????????????????????????????????????????? ?????????????????????? 20 ???????????????? ??????????????????????????????????????????????????????????????????????????? ????? 400 ?? ??????????????????????????????????????????????????? ???????????????????????????? ?????? ?????????? ????????? ????????? ???????????????????? ??????????????????? ??????????????????????? ??????????????????????????????????????????? ??????????????????????????????????????????????????????? ???????????????????????????? 2 ?? 3-5 ??????????????? ??????? 45-60 ???? ?????????? 11.01 - 12.00 ?. ?????????? 100 - 500 ??? ??????????????????????????????????????????????????????????????????????????????????????????????????? ?????? ??????????? ?????????????????????? ???????? ????????????? ????????????????????????????????????????????????????????????????????????????????????????? ?????? ??????????????????? ????????????????????? ????????????????