Product placement survey data for 192 Asian-American households in Houston were used to analyze the value of rice quality attributes via the Consumer Goods Characteristics model (CGCM). Five rice varieties were used for this study: domestic Lemont, Jasmine 85, Toro II, and two different Thai import varieties. For each variety, marginal implicit prices were calculated at the means for seven characteristics: color, texture, aroma, stickiness, flavor, aftertaste, and moisture.