Developing Guidelines to Add Value to Local Rice Products Based on New Consumer Behavior in the Pako Nyo Community Enterprise in Ban Pa Teng Ngam

Background and Aim: Local rice producers in Ban Pa Teng Ngam face challenges in increasing the market value of indigenous rice, despite its natural quality and health benefits. The Pako Nyo Community Enterprise was established to support the development and distribution of processed local rice products. However, changing consumer behavior and market demands have made it necessary to develop clear and practical guidelines to improve product value. This research aims to explore consumer behavior, examine marketing mix factors, and propose guidelines for adding value to local rice products based on new consumption patterns. Materials and Methods: This research used an explanatory sequential design. The quantitative phase included a survey of 400 respondents using a questionnaire to collect data on consumer behavior and marketing mix factors. Descriptive statistics such as frequency, percentage, mean, and standard deviation were used to analyze the data. The qualitative phase involved focus group discussions with 6–8 key informants, including local leaders and experts in product development. Data were analyzed using theoretical coding and triangulation to ensure reliability and credibility. Results: The findings show that most consumers were female, aged 16–60, with an income between 15,001–20,000 baht. They valued chemical-free, nutritious rice and preferred small packaging priced at 51–60 baht per kilogram. Online platforms like Facebook and Line were the main sources of product information and purchase. All four elements of the marketing mix, product, price, place, and promotion, significantly influenced consumer decisions. The Business Model Canvas was used to develop value-added strategies focusing on high product quality, digital marketing, and strong customer relationships. Conclusion: This study provides a clear picture of consumer preferences and the influence of marketing factors on rice product purchases. It proposes a practical model to add value to local rice products by aligning them with new consumption patterns. The guidelines can help the Pako Nyo Community Enterprise improve product development, reach more consumers, and build a sustainable business in both local and online markets.