This paper analyzes the determinants of consumers' purchase prices of rice and their preferences for rice prices. Data sets obtained from the 2013 Consumers Survey on Food Consumption Behavior conducted by Korea Rural Economic Institute were employed in this study. I use an interval regression approach to investigate the impacts of consumers socio-demographics, dietary patterns, and their evaluation of rice attributes on rice purchase prices. In addition, I estimate predicted probabilities of selecting purchase prices across various consumer groups. Estimation results show that among explanatory variables, shoppers' age, household size, rice purchasing frequency, dietary life-styles, and their evaluation of rice quality information are significantly related with rice purchasing probabilities show much different patterns across the price ranges, while the marginal effects of household income have not much changed as the income level increase regardless of the price ranges.