Permalink : http://hdl.handle.net/2115/39852

Consumers are seeking good quality, healthiness and functionality of rice when competition in the rice market is accelerated. It is expected that differentiation of products will be promoted. As a sign of the times, multifaceted measures are needed to maintain sustainable production and competitive strength in the market. Business attitude and managerial ability of farmers, who are the final beneficiary, are the most important. The research diagnosed the manager's ability on rice farms. The findings show that the difference of manager's ability among farms is not great in general. By farm attributes, the ability of farm manager is found to be higher when 1) The manager is 40 years old or younger. 2) The management is computerized. 3) The products per 80kg are sold by _200,000 or higher. In the analysis of manager's ability and his influence on management performance, the result indicates that management performance is influenced more by manager'sage and his ability rather than experience and scale of farmland. Then it is more influenced by manager's ability than his age.