A varietal testing had been undertaken in Pematangsiantar regency, North Sumatra province, Indonesia in 2015-2016. The objective of the study was to determine the preference of cassava growers to the introduced varieties compared to the existing cassava varieties. Twelve cassava varities (UB1/2, UB1472, Adira1, Malang4, Cecekijo, Farsem, Gajah, Ketan Jabung, Caspro, Malaysia, Adira4, and Cikaret) were tested using a Randomized Block Design with four replications. The data were taken on aboveground characters and underground characters such as root number, root diameter, root length, root weight, and starch content based on factory criteria (A = 22%, B = 18%, C = 14% and D = 10% starch content). Results of the study indicated that Malang-4 had the highest root yield (49,830 kg ha-1) followed by Farsem variety (41,690 kg ha-1), and Malaysia Local variety (41,030 kg ha-1). The bitter taste of Malang 4 was an appropriate character to be developed as starch processing of cassava. Starch content is very important indigenous criteria for farmers and traders to know fairly about pricing in relation with starch content. The higher starch content coincided with higher root yield of Malang-4 is very interesting and will benefit the factory. There was no difference in factory price of cassava from farmers, although the starch content indicated different levels (B =18%, C=14% or D =10%). The Malang-4 could be introduced to the local goverment for being grown in a larger areas in the North Sumatera province.