One of the basic elements of modernizing paddy/rice system is to look at the consumption aspect in order to identify the factors influencing the consumers' preference towards different varieties of rice. In order to identify the characteristics of rice consumers and study their preferences of different varieties of rice, a study was undertaken in Andhra Pradesh covering a sample of 200 farmers. This material summaries the characteristics of these consumers and their attitude towards different varieties of rice. It also give the procurement pattern and the factors influencing choices of different varieties.