This study highlights gender differences in the Ethiopian wheat production system and determines trait preferences for different segments of the population. Surveys from 158 men and 147 women farmers were used to evaluate preferences for six traits of bread wheat: number of productive tillers; density of kernels per spike; resistance to rust disease; size of grain; color of grain; and price in Ethiopian Birr per 100kg bag of seed. A conjoint analysis of their responses to 18 trait combinations revealed that the number of tillers was the most important trait in the overall sample. However, cluster analysis revealed seven distinct respondent segments characterized by different trait preferences. Segment membership was weakly correlated with gender, socio-economic status, usage factors, and constraints to production. The methodology and results should be useful to breeders in evaluating trade-offs among various traits.