AbstractWe study the heterogeneity in the preference structure of cooperative members. Using conjoint analysis the utility that members attach to intra‐organizational and strategic attributes of their cooperative is elicited. Recognizing that members are not homogenous, a concomitant finite‐mixture regression model is employed to allow preferences to vary across different member segments. With data from 120 cooperative members, we find that most members demonstrate rather similar preferences for strategic attributes but differ with respect to the intra‐organizational attributes of control and management. Members' preference structures are affected by business size and attitudes towards risk. [EconLit Citations: Q130; M000, C400]. © 2009 Wiley Periodicals, Inc.