신선편이농산물 시장의 실태와 활성화 방안

전체 글

(1)연구보고 R602 | 2009. 10.. 신선편이농산물 시장의 실태와 활성화 방안. 이 용 선 김 성 훈 김 동 훈. 연 구 위 원 부연구위원 연 구 원.

(2) 연구 담당 이 용 선 연구위원 김 성 훈 부연구위원 김 동 훈 연구원. 연구 총괄, 제1~7장 집필 제3장 집필 제5장 집필, 자료 수집.

(3) i. 머 리 말. 소득이 증가하고 외식과 급식이 증가함에 따라 외식업은 조리업무를 효 율화하고자 하며 소비자가구도 가계노동의 일부를 외부에 의존하게 됨에 따라 위생적으로 손질된 농산물, 즉 신선편이농산물에 대한 수요가 증가하 게 된다. 신선편이농산물 시장은 미국, 일본 등의 선진국에서는 이미 빠르 게 확대되고 있다. 그러나 우리나라에서는 인프라 부족으로 신선편이농산 물 시장이 아직 확립되지 않은 것으로 보인다. 신선편이농산물 시장의 발전은 농업, 외식업, 식품제조업의 발전을 도모 할 뿐 아니라, 소비자와 노약 계층의 건강을 유지하고 후생을 증진하는 데 도움이 될 수 있다. 그러나 신선편이농산물은 원물은 아니지만 가공식품으 로 보기 어려운 중간적인 상품이므로 그간 정책적으로나 사회적 관심 대상 에서 멀리 있었다. 최근 농림수산식품부는 동 산업에 대한 진흥의 의지를 법률에 포함시켰으며, 보건복지가족부(식품의약청안전청)는 위생관리적 차 원에서 신선편이농산물에 대한 규제를 강화한 바 있다. 정부의 산업 진흥 의지에도 불구하고 신선편이농산물은 산업인프라가 잘 갖춰지지 못하고 있고, 수요자인 외식업체나 소비자가구에게 아직 잘 알려지지 않거나 활용 되지 못하고 있다. 이 연구는 신선편이농산물 시장의 규모와 특성을 파악하고 신선편이농 산물에 대한 외식업체와 소비자들의 평가와 공급업체의 운영실태 분석을 기초로 시장활성화 방안을 모색하기 위해 추진되었다. 이 연구가 신선편이 농산물 지원 정책을 수립하고 업체의 마케팅 전략을 수립하는 데 기초자료 로 활용되기를 바란다. 자료 수집에 도움을 주신 전문가 여러분과 설문에 응해주신 업체 담당자와 소비자께 감사드린다.. 2009. 11. 한국농촌경제연구원장. 오. 세. 익.

(4)

(5) iii. 요. 약. 이 연구는 신선편이농산물 시장의 규모와 특성을 파악하고 신선편이농 산물에 대한 외식업체와 소비자들의 평가와 공급업체의 운영실태 분석을 기초로 시장활성화 방안을 모색하기 위해 추진되었다. 신선편이농산물은 원물 수확 후 절단(박피, 다듬기 포함), 세척, 포장이 라는 3가지 과정을 위생적으로 거친 것으로서 신선하고 사용하기 편리한 농산물로 정의된다. 신선편이농산물 시장의 규모는 5,870～6,890억 원이며 식품산업 농산물 구매액의 3.3～3.9%에 해당하는 것으로 추정된다. 식품산 업의 신선편이농산물 이용량은 총 25만 톤으로 전체 농산물의 2%인 것으 로 추정된다. 업종별 이용량은 외식업이 14.7만 톤으로 가장 많으며, 처리 수준별로는 1차처리 신선편이제품(세척‧소독한 것)이 전체의 65%로 2차처 리 신선편이제품(절단한 것) 35%보다 많다. 신선편이농산물은 원물 상태의 농산물에 비해 유통단계가 단순한 편이 다. 신선편이농산물은 주로 생산자에게서 원물이 조달되어 신선편이업체 가 생산하며, 대형식자재 유통업체를 거치거나 거치지 않고 기업형 외식업 체, 단체급식소, 대형소매업체 등 대형구매처로 유통된다. 신선편이농산물 시장은 주요 수요자가 대형구매처이지만 공급자는 중소규모가 대부분으로 구매자의 교섭력이 강한 특성이 있다. 외식업체 조사결과, 기업형 외식업체의 35%가 신선편이농산물을 이용하 는 반면, 생계형 외식업체의 5%만이 신선편이농산물을 이용하는 것으로 나타났다. 외식업체는 신선편이농산물의 신선도, 가격, 위생관리 노력, 공 급량 안전성 등을 중시하며 차이도 많이 나는 것으로 평가하고 있다. 공급 업체별 제품에 대한 평가에서는 농협이 품질, 위생안전성, 공급능력에서 타 공급주체에 비해 우월하지만 가격 조건은 민간업체, 영농조합법인(농업 법인), 대형식자재업체에 비해 불리한 것으로 나타났다. 외식업체 조사 결 과를 이용하여 양상추, 감자, 양파 등 3개 품목의 가격, 포장종류, 인증여 부, 전처리 수준 등의 특성 조합에 대한 컨조인트 분석(conjoint analysis)을.

(6) iv 실시한 결과, 가격이 가장 중요하고 다음으로 전처리 수준이 중요한 것으 로 나타났다. 소비자들이 신선편이농산물을 구입하는 이유는 주로 적당량(소량) 구매 와 조리시간 절약에 있으며, 구입 장소는 대형마트가 전체의 74%를 차지 한다. 소비자들은 신선편이농산물의 특성 중 신선도, 유통기간을 가장 중 요시하고 다음으로 안전성, 국내산 원료, 가격 수준 등을 중요시한다. 즉석 섭취용 신선편이농산물 이용 시, 소비자가구의 10%만이 그대로 이용하고 나머지는 씻어먹는 것으로 나타났는데 이는 소비자의 안전성에 대한 우려 를 반영한다. 소비자가구의 신선편이농산물에 대한 구입경험과 구입의향 은 대체로 독신 또는 4인 이하의 소인 가구에서, 연령은 적을수록, 소득과 학력은 높을수록 높게 나타났으며, 특히 저연령층에서 높게 나타났다. 소 비자가구의 선호품목은 쌈채류, 샐러드 등의 즉석섭취용이다. 신선편이농산물 공급업체(신선편이업체)로는 영농조합법인과 민간업체 가 많고, 농협은 4개소가 있다. 신선편이업체는 최근 5년간 전체의 45%가 새로 생겨나 점차 시장진입이 증가하는 추세다. 공급업체의 39%는 신선편 이제품만 취급하며, 나머지 61%는 신선편이제품 외에 원물 판매나 2차 가 공 등을 함께 취급한다. 원물 농산물을 조달하기 위해 공급업체의 47.8% 가 생산자와 직접 계약을 맺고 평균 계약기간은 2.5년이다. 공급업체 중 품 질관리 전문가를 보유하지 않은 업체가 전체의 36%나 된다. 매출액이 평 균보다 많으면서 흑자인 기업은 모두 민간업체인 반면, 농협은 모두 적자 상태다. 영농조합법인은 매출액 규모는 작은 편이지만 흑자기업 비율이 높 다. 신선편이사업의 성공요인은 원료의 안정적 조달, 품질 및 안전성 관리, 제품 및 판로의 확대를 통한 사업위험 축소, 생산‧물류 비용의 절감이다. 신선편이농산물에 대한 수요는 소득이 증가하고 외식업 임금이 상승할 수록 증대될 것이며, 외식체인점의 확대, 가구원수의 감소나 독신가구의 증가, 맞벌이 증가 등 인구사회적 요인의 변화 등에 의해서도 증대될 것으 로 전망된다. 선진국의 빠른 증가 추세, 국내 수요증가 요인의 증대, 국내 외식업체, 소비자가구, 공급업체에 대한 조사결과를 종합하면, 신선편이농 산물 시장은 경제가 발전함에 따라 향후 확대될 것으로 전망된다. 그러나.

(7) v 외식업체의 신선편이농산물에 대한 수요는 완만하게 증가할 것으로 예상 되지만, 신선편이업체는 사업을 급속히 확대하려는 경향이 있어 수급상 불 일치가 확대될 것이며, 이에 따라 신선편이업체의 경쟁이 당분간 더욱 치 열해질 것으로 전망된다. 신선편이농산물 시장에 대한 정책방향으로 ‘안정적 공급‧거래 유지’와 ‘품질‧규격 개선’이 중요하며, 외식업체는 ‘공급･조달 가격인하’, 공급업체 는 ‘소비 촉진’을 특히 중요하다고 지적하였다. 외식업체와 소비자가구의 특성평가 결과에 의하면, 신선편이농산물의 신선도 제고와 유통기한 표시, 가격 수준의 인하와 안정화, 안전성 관리체계의 확보가 중요하다. 생산자 단체의 신선편이사업 방향은 신선편이 단계별로 사업을 확장하 고, 취급품목 수와 판로의 확대, 민간기업 운영방식의 도입, 소비자매장의 신선편이농산물 취급 확대 등이다. 신선편이업체의 마케팅을 개선하기 위 해 가격, 제품, 유통(판로) 측면의 전략이 필요하다. 가정소비용 신선편이 제품의 준거가격은 저품위제품이 원물보다 20%의 프리미엄을 더한 수준 이 적당하며, 고품위 제품은 45%의 프리미엄을 더한 수준이 적당하다. 즉 석섭취용인 쌈채, 샐러드, 과일류, 나물류는 소비자가구의 수요 증가가 예 상되며 신선도 유지 및 안전관리 개선이 요구된다. 조리가공용 채소인 조 미채소류, 근채류, 양채류는 업무용･가정용 수요가 모두 증가할 전망이다. 조리가공용 채소 시장은 가격인하에 의해 확대될 수 있으며, 급식･식품 제 조업 수요를 충족시키는 전략이 요구된다. 신선편이농산물에 대한 수요업 체와 가정의 인지도가 아직 낮은 것으로 나타났다. 전시상담회 등을 활용 한 업계의 홍보 활동이 필요하며, 특히 저연령층 소비자에 대한 홍보가 효 과적인 것으로 분석되었다..

(8) vi ABSTRACT. Current Status of Fresh-Cut Produce Market in Korea and Stimulus Measures This study is designed to examine the size and features of the fresh-cut produce market in Korea today and to find ways to stimulate the market. Fresh-cut produce refers to agricultural products which are sanitarily processed following the three steps of cutting, washing and packaging after they are harvested, and it is fresh and convenient to use. The fresh-cut produce market is estimated to be 581 to 683 billion won or 3.3% to 3.9% of the total value of agricultural products purchased by the food industry. The food industry is estimated to consume a total of 250,000 tons of fresh-cut produce or 2% of the entire agricultural produce. Regarding the consumption volume, the restaurant industry is on the top of the list consuming 147,000 tons. The fresh-cut produce can be further divided into primary-level and secondary-level fresh-cut produce by the degree of processing. The former accounts for 65% of the total fresh-cut produce supply, while the latter takes up the remaining 35%. Compared with the unprocessed produce in their natural state, fresh-cut produce is distributed through more simplified routes. It is produced mainly by fresh-cut produce processors who purchase produce in natural state from farmers. Then the fresh-cut produce processors directly sell it to the purchasers with a large demand, such as restaurant franchises, group meal providers, or large-scale retailers, with significant purchasing power. The fresh-cut produce market has the feature that purchasers are mostly buying in a large volume, while processors are mostly medium in size. Therefore, purchasers have more bargaining power. According to a research of restaurants, 35% of restaurant franchises are using fresh-cut produce, while less than 5% of mom-and-pop style fam-.

(9) vii. ily-run restaurants do the same. Restaurants regard freshness, price, sanitary efforts and stable supply as important factors to consider and believe that various degrees of quality differences are found among different suppliers in those aforementioned categories. In the evaluation of fresh-cut produce suppliers, agricultural cooperatives were rated top in terms of quality, hygiene, safety and supply capability, but it was found that ag-coops lag behind private companies, agricultural associations (agricultural enterprises) and large food materials suppliers in terms of price. A conjoint analysis was conducted for lettuce, potato and onion by offering different mixes of features including price, packaging, certification and pre-processing level, and it turned out that price is the most important element followed by pre-processing level. The key reasons for buying fresh-cut produce include consumers' ability to buy small amount (small packaging unit) and saving of cooking time. It is mostly purchased at large hypermarkets, which account for up to 74% of the total purchase. Consumers were found to view freshness and shelf time as the most important features of choice in fresh-cut produce, followed by safety, country of origin and price level. Consumers tend to have more past experience and the future intention of buying it as they are younger, more educated and have higher income. In particular, younger age group showed a significant preference to it. The particular fresh-cut items consumers prefer to buy include ready-to-eat vegetables for immediate consumption without cooking, such as leafy vegetables for wrap and salad. Fresh-cut produce processors are mostly agricultural associations or private companies, but ag-coops are also running. In the fresh-cut produce market, the number of suppliers surged 45% for the last five years and more suppliers tend to venture into the market. Some 36% of the processors do not have quality assurance experts. The profit-making companies whose sales are above the average are in the private sector without exception, while the businesses run by ag-coops are making losses. Agricultural associations are smaller in size by the standard of sales, but the ratio of profit making to loss making agricultural associations is very high. The success factors of the fresh-cut produce business include stable supply of raw materials, management of quality and safety, stable ex-.

(10) viii. pansion of sales channels, and reduction in the cost of production and logistics. The demand for fresh-cut produce will rise along with income growth and labor cost increase in the restaurant industry. Other social and demographic factors will drive the demand for fresh-cut produce. These factors include expansion of restaurant franchise, smaller family size, growing single-member households, and more double-income families. With the research results on domestic restaurants, consumers and suppliers comprehensively put together, the market for fresh-cut produce is expected to expand in accordance with economic growth. The demand for fresh-cut produce is anticipated to grow in a smooth curve, but fresh-cut produce suppliers tend to seek rapid business expansion. This may inevitably lead to a growing imbalance between supply and demand, and the competition among fresh-cut produce suppliers will continue accordingly. Considering the above, "maintaining stable supply and transactions" and "improving quality and standards" should be key policy directions to take. When asked for the right policy direction, restaurant businesses pointed out supply price reduction, while suppliers mentioned promoting consumption. According to the evaluation of the key features of fresh-cut produce by restaurants and consumer households, promoting freshness of fresh-cut produce, proper labeling of circulation period, price reduction, and stabilization and food safety management scheme really matter. On the marketing side, fresh-cut produce suppliers need to take strategic approaches in terms of price, products and distribution channels. The appropriate price level for fresh-cut produce which is going to be consumed at home seems to be the supplier price plus 20% premium. For high-quality produce, the price level could move up to the supplier price plus 45% premium. In the future, leafy vegetables for vegetable wrap, salads, fruits and other vegetables, which are ready to eat without cooking, are expected to see more demand growth, thereby requiring improvement in the way of maintaining their freshness and food safety. As for the fresh-cut produce items that are ready to cook, including flavor vegetables, root vegetables and western vegetables, the commercial as well as household demand for them is anticipated to grow. This market can be further expanded with.

(11) ix. price cut. Researchers: Yong-Sun Lee, Sounghun Kim, Dong-Hoon Kim E-mail address: yslee@krei.re.kr.

(12)

(13) xi. 차. 례. 제1장 서론 1. 연구의 필요성 ························································································ 1 2. 연구목적 ································································································· 3 3. 선행연구 검토 ························································································ 3 4. 연구내용 ································································································· 6 5. 연구범위와 방법 ···················································································· 7 제2장 신선편이농산물 시장의 현황과 특성 1. 신선편이농산물의 정의와 범위 ························································· 11 2. 시장규모 ······························································································· 16 3. 이용 및 소비 현황 ·············································································· 19 4. 유통경로 ······························································································· 22 5. 정책현황 ······························································································· 28 제3장 외식업체의 구매행태 분석 1. 이용 및 구매실태 ················································································ 31 2. 신선편이농산물 특성평가 ··································································· 42 3. 컨조인트 분석 ······················································································ 45 4. 가상시장 점유율 추정 ········································································ 55 5. 시사점 ··································································································· 64 제4장 소비자와 대형소매업체의 구매행태 분석 1. 구매행태 ······························································································· 67 2. 특성평가 ······························································································· 75 3. 구입의향 ······························································································· 79.

(14) xii 4. 대형소매업체의 구매행태 ··································································· 81 5. 시사점 ··································································································· 83 제5장 생산･공급업체의 운영실태 분석 1. 운영실태 ······························································································· 85 2. 성과분석 ······························································································· 95 3. 애로사항 ····························································································· 109 4. 시사점 ································································································· 113 제6장 주요 외국의 동향과 시사점 1. 미국 ····································································································· 115 2. 일본 ····································································································· 117 3. 시사점 ································································································· 123 제7장 시장활성화 과제 1. 시장전망 ····························································································· 125 2. 정책방향과 과제 ················································································ 129 3. 마케팅 개선방안 ················································································ 138 부록 1. 외식업체 조사표 ·········································································· 149 2. 소비자가구 조사표 ······································································ 164 3. 생산･공급업체 조사표 ································································ 172 4. 대형소매업체 조사표 ·································································· 178 참고 문헌 ···································································································· 181.

(15) xiii. 표 차례. 제2장 표 2- 1. 신선편이농산물의 종류 ·························································· 16 표 2- 2. 식품산업 업종별 농산물 구매액 ········································· 17 표 2- 3. 식품산업 업종별 신선편이농산물 시장규모 추정 ·············· 19 표 2- 4. 식품산업 업종별 신선편이농산물 이용현황 ························ 21 표 2- 5. 신선편이 단계별 이용량과 비중 ··········································· 22 표 2- 6. 대형급식업체의 신선편이청과물 취급액 추정 ···················· 24 표 2- 7. 대형소매업체의 청과물 및 신선편이청과물 취급액 추정 · 26 표 2- 8. 대형마트 매출액과 상위 3사 점유율 추이 ·························· 27 표 2- 9. 기업형 외식업의 업태별 매출액 추이 ································· 28 표 2-10. 산업분류체계 ｢표준산업분류표｣ ··········································· 29 제3장 표 3- 1. 응답 외식업체의 특성 ···························································· 32 표 3- 2. 주요 신선편이농산물의 특성 ················································ 34 표 3- 3. 구매증감 품목 ········································································· 36 표 3- 4. 신선편이농산물 구매처별 비중 ············································· 38 표 3- 5. 구체적인 정책사업 ································································· 42 표 3- 6. 선택속성의 조합 ····································································· 47 표 3- 7. 양상추 선택속성의 컨조인트 설계 프로파일 ······················ 48 표 3- 8. 감자 선택속성의 컨조인트 설계 프로파일 ·························· 48 표 3- 9. 양파 선택속성의 컨조인트 설계 프로파일 ·························· 49 표 3-10. 양상추 시나리오별 프로파일 ················································ 57 표 3-11. 양상추 가상시장 점유율 ························································ 59 표 3-12. 감자 시나리오별 프로파일 ···················································· 60.

(16) xiv 표 3-13. 감자 가상시장 점유율 ···························································· 61 표 3-14. 양파 시나리오별 프로파일(가격 기준) ································ 62 표 3-15. 양파 가상시장 점유율 ···························································· 63 제4장 표 4 -1. 응답 소비자가구의 특성 ························································ 68 표 4- 2. 소비자가구의 농산물 구입장소 ············································· 69 표 4- 3. 신선편이농산물에 대한 소비자의 구입경험 ························ 70 표 4- 4. 소비자의 주요 구입품목 및 다품목혼합품 선호 부류 ······· 71 표 4- 5. 소비자가구의 신선편이농산물 구입 후 이용습관 ·············· 73 표 4- 6. 신선편이농산물 속성별 중요도 평가 ··································· 77 표 4- 7. 1∼2년 후 신선편이농산물 이용의향 ··································· 80 표 4- 8. 향후 신선편이농산물 이용증가 시 구입종류 ······················ 81 표 4- 9. 대형소매업체의 신선편이농산물 구매현황 ·························· 82 표 4-10. 대형소매업체의 신선편이농산물 취급계획 ·························· 83 제5장 표 5- 1. 조사업체의 일반적 특성 ························································ 86 표 5- 2. 사업종류별 업체 수 ······························································· 87 표 5- 3. 1개 부류 취급업체의 주요 취급부류 ··································· 88 표 5- 4. 부류별 취급업체 수 및 평균 취급품목 수 ·························· 88 표 5- 5. 부류별 주요 취급품목 ···························································· 89 표 5- 6. 품목의 전처리 수준별 업체 수 ············································· 90 표 5- 7. 원물농산물 조달처별 비중 ···················································· 91 표 5- 8. 원물 조달처와의 주 거래방식 ·············································· 92 표 5- 9. 계약거래를 체결하는 업체의 계약기간 ······························· 92 표 5-10. 품질 관리기술 전문가 보유현황 ··········································· 93 표 5-11. 인증종류별 업체현황 ····························································· 93 표 5-12. 업체별 인증 개수현황 ···························································· 94.

(17) xv 표 5-13. 판매처별 응답업체 수 및 판매비중 ····································· 94 표 5-14. 응답업체의 판매처별 판매액 ················································ 95 표 5-15. 매출액 규모별 신선편이업체 분포 ······································· 96 표 5-16. 신선편이업체의 신선편이농산물 매출비중 ·························· 96 표 5-17. 신선편이업체의 매출액 규모별 신선편이농산물 판매비중 ·· 97 표 5-18. 조직유형별 생산량 및 공장가동 현황 ································· 99 표 5-19. 수익규모별 운영실태 비교 ···················································· 99 표 5-20. 조사업체의 수익과 매출액 분포 ··········································· 99 표 5-21. 원물 조달 시 애로사항 ························································ 110 표 5-22. 제품 판매 시 애로사항 ························································ 111 표 5-23. 대형유통업체 할인행사의 문제점 ······································· 112 표 5-24. 신선편이농산물 취급 시 애로사항 ····································· 112 제6장 표 6- 1. 미국의 업체유형별 샐러드시장 판매액 비중 ···················· 116 표 6- 2. 일본의 신선편이농산물 시장현황(2005) ···························· 118 표 6- 3. 일본 식품산업의 부문별 야채구입량(2006) ······················· 119 표 6- 4. 일본 식품산업의 부문별 야채구입량(2003) ······················· 119 표 6- 5. 채소신선편이업체의 사업개시 연도별 기업 수 ················ 120 표 6- 6. 채소신선편이업체의 겸업사업 내용 ··································· 120 표 6- 7. 신선편이청과물 연간판매액 규모별 기업 수 비중 ··········· 121 표 6- 8. 신선편이업체의 원료채소 취급품목 수 ····························· 122 표 6- 9. 청과물신선편이업체의 판매처별 판매액 비중 ·················· 122 제7장 표 7- 1. 한‧미‧일의 일인당 국민총소득 추이(2005년 가격) ········· 126 표 7- 2. 가구당 평균인원 수 ····························································· 127 표 7- 3. 수요업체와 공급업체의 시장전망 및 사업계획 ················ 128 표 7- 4. 신선편이농산물시장 활성화를 위한 정부 정책방향 ········· 131.

(18) xvi 표 7- 5. 신선편이농산물시장 활성화를 위한 정부 정책수단 ········· 133 표 7- 6. 각국의 신선편이농산물관련 위생기준 ······························· 135 표 7- 7. 부가가치세법 제12조 및 시행령 ········································ 137 표 7- 8. 신선편이제품 수준별 준거가격과 최적가격 ······················ 144 표 7- 9. 수요증가 예상품목 분류 ······················································ 146.

(19) xvii. 그림 차례. 제1장 그림 1- 1. 연구체계도 ············································································· 9 제2장 그림 2- 1. 신선편이농산물의 개념 ······················································ 12 그림 2- 2. 신선편이농산물 1차 전처리 공정예 ································· 15 그림 2- 3. 신선편이농산물 2차 전처리 공정예 ································· 15 그림 2- 4. 신선편이농산물의 유통경로 ··············································· 23 제3장 그림 3- 1. 식재료 농산물 중 신선편이농산물 비중 ·························· 33 그림 3- 2. 신선편이농산물의 장점 ······················································ 37 그림 3- 3. 신선편이농산물의 구매처 ·················································· 38 그림 3- 4. 주문방식 ·············································································· 39 그림 3- 5. 신선편이농산물의 시장전망 ··············································· 40 그림 3- 6. 시장활성화를 위한 정책방향 ············································· 41 그림 3- 7. 신선편이농산물 속성별 중요도와 차별성 평가 ·············· 43 그림 3- 8. 생산･공급업체 유형별 신선편이농산물 특성 평가 ········· 44 그림 3- 9. 양상추의 선택속성별 중요도 ············································· 50 그림 3-10. 양상추의 선택속성별 부분가치 ········································· 51 그림 3-11. 감자의 선택속성별 중요도 ················································ 52 그림 3-12. 감자의 선택속성별 부분가치 ············································· 53 그림 3-13. 양파의 선택속성별 중요도 ················································ 54 그림 3-14. 양파의 선택속성별 부분가치 ············································· 55.