This paper investigates the determinants of demand for consumer loans in Japanese households. Using data on household financial behavior from the Nikkei Needs RADAR for 2009, we empirically analyze factors affecting the borrowing and the amounts of money borrowed by households by use of Heckman's two-step regression. The results indicate that the probability of obtaining a loan is higher for a male and self-employed worker. It was also found that households with higher income and consumption levels exhibit a tendency toward having higher consumer loan amounts. On the other hand, the results show that consumer loan amounts are negatively correlated with subjective cost and liquidity assets held by households.