Considering the increase in imports of forestry, farming and livestock products to Chile, the existence of different consumer segments was evaluated according to the relative importance of origin in decisions to purchase rice in Talca and Temuco in central-southern Chile. With this purpose, a direct survey was administered to 800 consumers, 400 in Talca (Maule Region) and 400 in Temuco (Araucania Region). Using a conjoint analysis and hierarchical clustering, five market segments were distinguished. The largest group (35.4%) gave great importance to the origin of the rice. The second largest group (25.1%) gave greater relevance to the packaging. For the third and fourth largest groups (15.4 and 12.5%, respectively), the cost of the product was the most important attribute. The smallest group (11.6%) gave slightly higher importance to the origin of the rice than the other attributes. Only this final group preferred imported rice. Therefore, the results of this investigation make it possible to conclude that the origin of the rice is an important attribute for 47% of the consumers in Talca and Temuco, Chile. The other groups based their purchase decisions on the price or the product packaging. The highest proportion of consumers (88.4%) preferred domestic rice.