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In order to succeed in promoting the cultivation of quality local paddy rice to raise the income and quality of life of farmers, it is necessary for policy makers to understand the farmers’ views and attitudes to local paddy rice cultivation. This paper applies Analytical Hierarchy Process (AHP) in order to explore factors influencing decision-making on local paddy rice cultivation. Based on Ternary Analytical Hierarchy Process (T-AHP), the priority weights of the factors were calculated and Wilcoxon signed-ranks test was applied for comparing the priority weight. Data for analysis were derived from questionnaire survey of 40 farmers in Khanabnak sub district, Pak Phanang district, Nakhon Si Thammarat province. The results indicate that
the dominant-influence factors influencing decision-making are outcome expectation to obtain paddy rice for household consumption and productivity factors (land topography and water supply). In addition, the normal-influence factors influencing decision-making are the resistance of local paddy rice to diseases or pests, and capacity-related labor factors (capacity of household labors, and their knowledge and skill)
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