The rice consumption in Korea is rapidly decreasing. Moreover It is very likely to import much more rice after rice talks in 2004. In order to improve the competitiveness of domestic rice, it is necessary to build producing and marketing system toward to satisfy consumer's preference. This study concerns the evaluation about the rice price, quality and brand using the consumer survey in 2003, 2004. With increase of the household income, consumers purchase high price rice and consider producing area the important factor as impact on taste. Safety, appearance and certification marks need to establish consumer's trust by strict quality management and promotion. In rice brand part, Imgumnimpyo Icheon rice brand have the power based on high awareness. Rice brand users are required to exert effort to build and raise consumer brand awareness, in the first place.