The purpose of this study aims to estimate consumption selection attribute, partworth of organic instant rice through the use of conjoint analysis method. The conjoint analysis is to trace the development of consumer preference among multi-attribute alternatives. The selection attribute was including 4 factors preferred Type of rice, Capacity, Brand and payment price. For this research, a total of 192 questionnaires was collected of which 200 were completed. The research design was a full profile method by orthogonal design then 9 main profiles, 3 holdout sets were created. The results of this research were as follows. Consumers of organic instant rice are consider their importance of selection attributes was in order to price (25.87%), Type of rice (27.231%), Brand/Purchase channel (24.013%) and Capacity (18.494%). The findings of this study have identified 3 clusters for each experience visitors. Each cluster has a different and showed the relative importance or preference values for each accessible attribute of the segmentation.

Ⅰ. 서 론
Ⅱ. 즉석밥 시장현황
    1. 즉석밥 소비 추이
Ⅲ. 연구 방법
    1. 유기농 제품 선택속성 선행연구
    2. 속성 및 속성수준
    3. 속성의 부분가치와 상대적 중요도 분석방법
    4. 자료 수집
Ⅳ. 연구 결과
    1. 응답자의 인구통계적 특성
    2. 설문 분석 결과
Ⅴ. 결 론
References

• 백승우(전북대학교 농업경제학과) | Baek Seung-Woo Corresponding author
• 김수현(전북대학교 농업경제학과) | Kim Su-Hyeon