The Impact of Marketing Mix And Perceived Value on Customer Decision-Making for Community Enterprise Products and Sustainable Development in Singburi Province, Thailand

Objective: Thailand’s 13th National Economic and Social Development Plan (2023–2027) aims to drive sustainable economic growth. This study aims to (1) analyze the current distribution channels for community enterprise products in the Sra Jang sub-district of Singburi Province, (2) improve and expand these distribution channels, and (3) promote the sustainable development of community enterprises in the region. Method: The research population includes potential consumers of local community products across Thailand, selected using convenience sampling. Participants were chosen from various regions, including tourist destinations and general locations , resulting in 400 respondents. To address incomplete data, an additional 50 participants were included, making a final sample of 450. The Structural Equation Modeling (SEM), which recommend a sample size between 200 and 400.Data was gathered using a validated questionnaire, pre-tested with 40 participants, yielding reliability values between 0.7 and 1.00. The questionnaire was reviewed by an academic advisor and deemed suitable .Descriptive statistics summarized demographics, while SEM tested hypotheses and examined complex relationships, with model fit evaluated using indices like CFI and RMSEA . Results: the model’s Goodness of Fit Indices (CMIN/df = 3.466, GFI = 0.956, RMSEA = 0.079) demonstrated consistency with empirical data. Path analysis revealed that the Marketing Mix directly impacts Perceived Value with a coefficient of 0.560 and influences Customer Decision-Making both directly (coefficient of 0.382) and indirectly through Perceived Value (coefficient of 0.280), for a total effect of 0.661. Perceived Value also directly impacts Customer Decision-Making with a coefficient of 0.501. Contribution: Based on these findings, businesses should prioritize optimizing their Marketing Mix strategies to enhance Perceived Value and improve Customer Decision-Making , focusing on product quality, pricing, distribution, and promotion. Emphasizing perceived value and refining strategies through data analytics can help maintain a competitive advantage and strengthen customer decision-making pathways.