This document summarizes the results of a conjoint analysis study comparing the main effects of price, quality, gears, and bike type on consumer preferences. For an individual respondent, price was found to be the most important attribute, followed by quality and gears. The group results showed price and quality as significant factors. Both analyses found bike type to be non-significant. The document provides details on the conjoint study design, regression models, and relative importance of attributes for both the individual and group responses.