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.