In this study, the objective is to analyze the effectiveness of big rice production, to analyze the guidelines for making decisions towards the appropriate use of production factors empowering competitiveness in rice trading, large-scale agricultural system, to analyze the factors that affect the strength of farmer group management and develop the production decision support system of large-scale farming systems using the concept of DEA, AHP and Fuzzy AHP processes, as well as Online Analytical Processing (OLAP) techniques.
For the study found that the method for producing rice that is consistent with the farmers' production trajectory is to use the Deep Cultivation method, which makes it easier to care for weeds and pests of farmland than those of paddy-sown field. All farmers agree that farming in seeding rice is transplanted produces better yields, but they choose to use sown as the labor cost of the field where seeding rice is transplanted is higher than that of the farm. In addition, seeding rice is transplanted cultivation is also environmentally friendly. However, a field where seeding rice is transplanted was able to handle the production process through the use of barter labor, and had by-products as well. For the analysis of production efficiency, it was found that Farmers in large plots of rice had higher production efficiency compared to the previous production before farmers adjusted the field method, most of which had the highest efficiency. There are only four maximum input slack factors, and most should be mitigated by a few factors, especially production workers and chemical fertilizers, while the overall economy of scale is in the effect of scale (IRS) range.
The analysis of the guidelines for the decision to use appropriate production factors, considering the economic, social and environmental factors, found that the weight of importance of each alternative plant has only slightly different values, but it shows that farmers are important, followed by the planting of Japanese rice the most, followed by rice with black rice, glutinous rice, black rice with garlic, rice with rice bran, and glutinous rice, respectively, with the farmers agree that the rules (sub-criteria) play the most important role in decision making, the top 3 are price factors, followed by government promotion and production cost.
Consumption behavior of Finesse glutinous rice, and jasmine rice. Most of consumers buy bagged rice and cooked rice for consumption. The reason that consumers eat sticky rice andjasmine rice is because family members consume it on a regular basis. The key factor in purchasing decisions is the price factor. The product aspect distribution channel and marketing promotion respectively, and because consumers pay more attention to the price that is consistent with the quantity and quality of the product. It can be easily bought online distribution is one of the most popular channels for consumers. Therefore, the supplier must not ignore these issues in order to achieve a balance between producers and consumers.
For guidelines to enhance the strength of the operations in the management of the network of rice farmers in larger plots four factors must be taken into account, namely: leadership with broad vision, public mind, to create incentives for group members to carry out their activities to survive in times of change. The resource factor having adequate or appropriate resources will enable the group to coordinate or operate effectively, leading to the group's success. The management factor groups must plan and implement plans to achieve the objectives of that activity, and technology and communication factors farmers must embrace and promote the use of technology for learning and leading to the smart farmer in the future.
The Business Intelligence for the Decision Support System for the Large Agricultural Land Plot has showed the information such as market price, yield, costs of rice production, harvesting, production factors, cultivation techniques, community resources and weather conditions in each area. Those data were presented by formation of a Data Cube and were displayed only in-depth data (Drill Down) and showed the overview in the form of a graph. The research has made a satisfaction assessment found that users were satisfied at a high level. In addition, the results of the study showed that the developed system of the Business Intelligence can be used to support decision-making for the large-scale farming system of rice farmers in the upper Northern Region of Thailand. Those information were included the marketing, the current situation of rice cultivation.