The objectives of this research were to 1) study farmers’ perceptions on crop insurance of first rice and 2) examine key characteristics of crop insurance as viewed by farmers. A field survey was conducted to interview 246 famers. The research findings were as follows 1) overall perception of 109 farmers who had purchased the insurance in the past on 17 key characteristics is satisfactory 2) a conjoint analysis exercised on desirable characteristics found that bundling insurance premium with credit is the most preferred option. The second characteristic related to the level of indemnity covered. The last characteristic was the level of premium charged. Among all of the attributes offered, the most preferred option containing attributes consisted of 1) bundling insurance premium with production factor, 2) threshold yield of 276 kilogram per rai; 3) premium payable of 100 Baht; and 4) maximum indemnity of 1,700 Baht per rai.