Increasing the market share of Nigerian produced rice within the country without trade policy interference will require understanding rice attributes and cues which consumers prefer and their perception of rice from different origins. By eliciting consumers' ranking of attributes and cues through a survey, and applying the relative importance index post-survey, this study examines which attributes and cues are important to consumers. A Fisher's exact test is further used to assess consumers' association of attributes and cues with rice of different origins –i.e., locally produced or imported. Results show that consumers are more interested in certain experience attributes than cues and do not significantly associate their preferred attributes with rice produced in Nigeria.