Development Model of Arabica Coffee Production of Farmers in Chiang Rai Province

Abstract

This research aims to 1) study the attitudes and practices of Arabica coffee production farmers in Chiang Rai Province, 2) study factors affecting Arabica coffee production processes of farmers in Chiang Rai Province, and 3) develop coffee production practices. This research applied a mixed research methodology. For quantitative study, data were collected from Arabic coffee farmers, using a research questionnaire. Descriptive statistics consisting of frequency, percentage, mean and standard deviation and inferential statistic consisting of Multiple Regression Analysis (MRA) were used to analyze the collected data. For qualitative research, data were collected through in-depth interview. The samples in this study consist of government agencies, officials from the Department of Agricultural Extension, officials from the Chiang Rai Provincial Office District agricultural officer Lecturer, Faculty of Agricultural Production Mae Jo University, two experts in coffee production, and farmers who grow Arabica coffee in Chiang rai province with a total number of 14 people. Data were analyzed using content analysis. The research results showed that 1) Agriculture knows about Arabica coffee production practices. The attitudes and practices in producing Arabica coffee were at a high level 2) A number of years growing Arabic coffee, communication with officials, awareness of information to forward Arabica coffee production practices of farmers in Chiang Rai Province had a positive effect on Arabica coffee production. 3) The results of statistical analysis on factors affecting Arabica coffee production of farmers in Chiang Rai Province by using Multiple Regression Analysis showed that factors affecting Arabica coffee production of farmers in Chiang Rai Province include gender factors (Beta = .367, p <.01), level of education (Beta = .196, p <.01), communication with officials (Beta = 119, p <.01), and community membership (Beta = .302, p <.01). 4. The model of Arabica coffee production practices of farmers in Chiang Rai Province is useful, appropriate and accurate.