The purpose of this study was to analyze the factors affecting the demand of the rice, and rice consumer behavior in the Musi Rawas District. Survey method was used in this research. As many as 100 of 1,043 household of five villages in the Musi Rawas District were selected by using proportionate stratified random sampling. The data were analyzed by using regression model and spearman-rank order correlation model. The resulted showed that: (1) the demand of rice was affected by the rice price, household income, the the total expenditure of the nonrice carbohydrates, and the number of family significantly. As same as partial analysis, except the price of rice and household income levels; and (2) the proportion of rice spending was negatively correlated with the price change of the rice, and total expenditure of non rice carbohydrate, perception to rice, and head of household education significantly. Thus, the higher the price of rice, total expenditure of non rice carbohydrate, and the perception to rice, the lower the proportion of spending rice, or the higher the price of the rice, the total consumption of the non-rice carbohydrate expenditure, and the perception to the rice, the lower the proportion of the rice spending