Rice is an important staple cereal for many households in Ghana. This study examines the factors that influence consumers’ preference for rice. Using questionnaires, 300 rice consumers, who were sampled across the municipality, were interviewed. Descriptive statistics, factor analysis, and multinomial logistic regression model were used to analyze the obtained data. The rice-related attributes that showed marked influence on consumers’ preference for rice were packaging quality, swelling capacity, stickiness of grains after cooking, percentage of broken grains, market availability, price, and degree of whiteness. Therefore, the stakeholders should implement strategies to improve these rice-related attributes and enhance the rice post-harvest chain.