To assess the main factors influencing Lao urban consumers perception of rice quality and safety, a conjoint analysis approach was conducted based on surveys on 300 consumers in 2010. Retailing points and organic certification have a major influence. The preferred retailing point for these attributes is the wet market, followed by minimarts then mobile vendors. Improving organic certification systems and maintaining traditional markets alongside minimarts are recommended. Key words: Consumer, food quality, safety, retail outlet, conjoint analysis