Maize (Zea mays L.) is one of the most important cereal crop in production and area coverage in Ethiopia. However, farmers from different agro-ecology faces various problems to increase production and productive of the crop. It is therefore, imperative to consider attributes that are preferred by farmers in developing maize seed varieties. The aim of this study was to investigate farmer’s perception and the factors affecting their decision to use improved maize seed variety: In case of Wonberma Woreda, Amhara, Ethiopia. The study used data that was collected in Wonberma district in which 240 maize produced farmers were selected by using simple random sampling technique. Both qualitative and quantitative data were collected from primary and secondary sources. Household survey, key informant interview of sample farmers and focus group discussion were the means used to collect the data. The study used descriptive statistics such as mean, standard deviation, frequency, percentage and inferential statistics such as t-test, and chi-square test methods for data analysis and a binary logistic (logit) regression technique is used to analyze data objectively in order to answer the study questions. The total number of respondents was 240, out of these 197 respondents were improved maize seed users and 43 respondents were improved maize seed non-users. The results revealed that seed price, family size, distance to market, farm size and extension services have a statistically significant contribution to promote farmers’ choice of improved maze varieties. Further, high yield, early maturity, tolerant to drought, and resistant to pest and diseases were the major criteria used by farmers to make decision on utilization of the variety. The findings suggest that the high importance of socio-economic,