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This study aims to examine consumer preferences for brown rice in South Sulawesi Province, according to the attribute level of brown rice and to analyze the decision-making process of consumers when buying brown rice . This research was conducted in the province of South Sulawesi. The sample in this study consisted of 100 brown rice consumers and the withdrawal method using non-probability sampling, the Convinience sampling method. Data analysis uses descriptive analysis and significance and performance analysis (API). Results showed that brown rice consumers were more sensitive to brown rice quality, decision-making process at the alternative assessment stage, physical properties of rice, rice extinction and price of rice. rice and its aroma of red rice.