The study was to assess consumer demand and preference of local and imported rice among households in Sokoto metropolis, Nigeria. A two-stage sampling technique was employed, where in the first stage; Sokoto-North, Sokoto-South and some part of Wamakko Local Government Areas (LGAs) were purposively selected on the predominant different households’ income groups in the areas. In the second stage, systematic sampling was employed and twenty households from each area were selected making a total of one hundred and eighty households. Data were collected using structured questionnaire while descriptive statistics and regression were employed to analyze the data collected. The households’ characteristics reveal that 41.1% of the respondents were 29-39 years old. The mean household size was about 8 persons, 82% were married, and 58.9% were civil servants and high-income earners and 63.3% of the attained tertiary education. The study further revealed that more quantity of locally processed rice is demanded as compared to that of imported rice. Own price, income of the consumer, educational level, household size and willingness-to-pay affected the demand of both locally processed rice and imported rice positively, while the price of substitutes and preference for another good affect the demand of both locally processed and imported rice negatively. The preference of locally processed rice as against imported rice was because it is cheaper in price and has better taste. It is recommended that local processors of rice should ensure the upgrading the locally processed rice as clean as the imported rice to compete favourably in domestic and potential international markets.
