Using AHP to Investigate the Evaluation Criteria of Rice Quality Contest

• Main Authors: Tzu-Chiao Wang, 王姿喬
• Other Authors: 吳俊德
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/74035827379495741579

碩士 === 樹德科技大學 === 經營管理研究所 === 104 === Rice has long been the main food in Taiwan. In recent years, with the enhancement of healthy and safe dietary culture, selecting high quality edible rice has become the mainstream in the market. Therefore, the Council of Agriculture begins guiding farmers’ associations in local townships to held Rice Quality Contests, with an attempt to hold local farmers together, cultivate rice breeds special for the local area, and enhance area-specific as well as domestic rice quality. Subsequent combination with brand promotion is employed to promote the growth of domestic rice and provide farmers with incentives to grow high quality rice. With media promotion in the quality contest, the concept of rice quality grading is advertised to the public to enhance consumers’ identification with domestic rice and to energize award-receiving rural areas with further development. The analytic hierarchy process was employed to probe into the evaluation criteria of rice quality contests. Based on previous literature and previous evaluation criteria of rice quality contests, expert interview was also adopted to construct the hierarchy of evaluation criteria. The hierarchy covered four constructs (i.e., in-field examination, property, specification, and flavor), followed by related sub-constructs, such as in-field cultivation, blight, appearance of unhusked rice, appearance of cleaned rice, sensory evaluation, and freshness. Through one-on-one interview with experts, relative weights of hierarchical indexes were calculated, indicating required standards of high quality rice recognized by evaluation experts. It is hoped that the results of the current study provide farmers with criteria of cultivation advancement techniques and enhance dignity and professional images among professional farmers.