Factors Affecting Rice Variety Selection of Farmers in Responsible Areas of Chonburi Rice Seed Center

Abstract

The study conducted during 2022-2023 examined factors influencing rice variety selection among 398 farmer respondents from 9 provinces within the Chonburi Rice Seed Center’s area of responsibility. The findings revealed that the majority of farmers preferred the Khao Dawk Mali 105 (KDML105) rice variety. These farmers typically cultivated rice once annually on land areas of 10-20 rai, dry seed broadcasting using 10-20 kilograms of seeds per rai. The research identified KDML105 as the most sought-after rice variety among farmers. Information about rice seed sales was primarily accessed through staff members at the Rice Seed Center. The most significant factors influencing seed selection were price, marketing channels, and product characteristics, while marketing promotion had a moderate impact. The study further established that demographic factors including gender, age, number of family members, education level, average annual income, rice cultivation area, frequency of seed purchases, and sources of seed information were correlated with variety selection factors. The research concluded that continuous field visits by staff to provide guidance and knowledge on rice variety selection contributed significantly to the success of farmers’ rice seed production.