This paper tried to find various ideas for the purpose of increasing the demand for domestic bean which is the main raw material of bean curd products. To accomplish this objective, purchasing behavior of the current consumers were surveyed and the consumer evaluation of the products were investigated. Using experiment conjoint analysis, consumers" marginal willingness to pay for several important attributes of the products were derived. Among the attributes analyzed, the origin of the material bean turned out to be the most important attributes of all.

Ⅰ. 서론 Ⅱ. 두부제품 구입행태 및 소비자 평가 Ⅲ. 속성별 선호도 및 가치추정 Ⅳ. 맺음말 참고문헌

• 최세현
• 김태균
• 최지현
• 조재환