This study analyses the buying decision processes of bicycle consumers in Taiwan. On the basis of the importance of product and store benefits, we segmented the bicycle market. Then we used demographic variables to describe the market segmentations and analysed the buying decision processes among the segmentations. The results can be used as references for marketers in developing marketing strategies. The market was segmented into ”economic,” ”information,” ”appearance,” and ”functional” types. We found that demographic variables and buying decision processes have significant differences among the various market segmentations. Marketers should devise different marketing strategies for different segmentations to satisfy the needs of various types of consumers.