Consumer complaints are continuously growing in Thailand; although consumer protection laws protect the Thai people while the current situation differs. Therefore, this research investigated the marketing ethics of consumer products from the perspective of Thai consumers and suggested the development of marketing ethics strategies for Thai businesses. This quantitative research used a questionnaire to collect data from 400 Thai consumers, which focused on personal factors, consumer buying behavior, problem & solution requirement, and satisfaction towards the marketing ethics of consumer products. The collected data were analyzed by descriptive statistics such as frequency, percentage, mean and standard deviation, and inference statistics to test the research hypotheses. The research results showed that the buying problems were high prices, deceptive advertising, selling prices over the price tag, defective/expired products, and below specification. Meanwhile, consumers required product replacement or money refunds as their preferred solution choices from producers at most. The hypotheses testing found that differences in personal factors (age and marital status) resulted in different preferences on marketing ethics of consumer products satisfaction, but the gender factor showed no differences. Meanwhile, consumer behavior factors (product type buying and buying frequency) and problem-solution requirement factor (no-any-action) resulted in different preferences on marketing ethics of consumer products satisfaction at a statistically significant difference of 0.05.

Purpose: The objective of this research was to use structural equation modelling to illustrate guidelines for enhancing procurement management efficiency in the industrial business sectors.   Theoretical framework:  The conceptual framework was developed based on relevant studies and incorporated elements from procurement excellence models established by renowned organisations, including McKinsey’s successful procurement operating model (2018), BCG’s five pillars of procurement excellence (2019), and PwC’s operating procurement model (2019).   Design/methodology/approach: This study utilised a mixed-methods approach, combining qualitative (in-depth interviews and focus group discussions) and quantitative (survey) research methods. The quantitative data was collected through a questionnaire consisting of four parts, which was administered to 500 executives from industrial businesses. The data was analysed using descriptive, inferential, and multivariate statistical techniques.   Findings:  The guidelines thoroughly examined four key elements: organisational change, technology management, internal control process, and business alliance networks - influencing procurement management efficiency in Thailand. This analysis used confirmatory factor analysis, second-order confirmatory factor analysis, and structural equation modelling. After modification, the final model included 23 observed variables under six hypotheses and was evaluated using congruence evaluation criteria to ensure its effectiveness.   Research, Practical & Social implications:  The researchers suggested that future studies focus on the specific characteristics of each industrial type, such as the automobile sector, food and beverage industry, or emerging S-curve and new S-curve segments. The future research results would allow for a more in-depth analysis of the unique factors that impact procurement management efficiency within each industry.   Originality/value:  The findings suggest that the developed models can serve as valuable guidelines for industrial businesses looking to improve their procurement management systems and implement effective strategies. By adopting these models, businesses may enhance their profitability and optimise their use of resources, thereby improving overall efficiency.

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