The product value is considered to be important part to enhance the product competitive advantage in the modern age. If the value of the product is not properly improve then the product market value could be minimized. Various factors could enhance the product market value (PMV) but among of them product development (PD) and Product packaging (PP) are important that could enhance PMV. This is reason, the research aim was to examine the effect of PD and PP to enhance the PMV of local products of

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... Ranong province, Thailand. For the purpose, the data was collected from 400 respondents by using a convenient sampling from the local products department of Ranong province, Thailand. Using cross sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) findings had shown that PD and PP have positive and significant impact to enhance the PMV of local products of Ranong Province, Thailand. By taking a critical analysis on the study findings, it could be grasped that most of customers or consumers are being interested for purchasing the local products because they found that these products are more attractive designed.