Factors of Personnel Competency and Perceived Marketing Mix Influencing Community Participation in Sustainable Area-Based Development under the BCG Economy and Sufficiency Economy Concepts in Lat Lum Kaeo District, Pathum Thani Province.

Abstract

This research had three main objectives: (1) to examine the factors related to personnel competency and perceived marketing mix that influenced community participation in sustainable area-based development; (2) to analyze approaches for applying the Sufficiency Economy Philosophy in conjunction with the Bio-Circular-Green Economy (BCG) Model to community development processes; and (3) to propose guidelines for strengthening the grassroots economy and improving the quality of life of people in Lat Lum Kaeo District, Pathum Thani Province. A mixed-methods research design was employed. Quantitative data were collected from a sample of 398 community members using simple random sampling through a questionnaire, while qualitative data were obtained from in-depth interviews with key informants. Data analysis techniques included descriptive statistics, content analysis, and stepwise multiple regression analysis.

            The findings revealed that: 1) personnel competency among community leaders was at a high level, whereas competency among community members was at a moderate level. The overall marketing mix was also rated at a moderate level. Community competency, product pricing, and distribution channel components of the marketing mix significantly influenced the level of community participation in sustainable development at the .05 significance level, indicating that local participation depended on internal community capacity and effective marketing management. 2) The application of the Sufficiency Economy Philosophy and the BCG Model to sustainable development required the enhancement of community members’ skills, knowledge, attitudes, and social relationships, along with support from both government and private sectors, such as the establishment of dedicated agencies to promote, support, monitor, and provide continuous guidance on legal regulations, product standards, and market mechanisms. 3) Strengthening the grassroots economy should have focused on participatory development by integrating the Sufficiency Economy Philosophy and the BCG Model in alignment with the Sustainable Development Goals (SDGs) to achieve balanced outcomes across economic, social, and environmental dimensions. The development of occupational groups, community enterprises, and joint action plans, supported by systematic monitoring and evaluation, along with tangible support from government, private sector, and local organizations in terms of funding, technology, marketing channels, and comprehensive legal information, contributed to reducing inequality and sustainably improving the quality of life of local communities.