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This paper provides an empirical basis for the evaluation of policies and programs that can increase the usage of bikes for different purposes as well as bike ownership. It uses an integrated econometric model of latent variable connecting multiple discrete choices. Empirical models are estimated by using a bicycle demand survey conducted in the City of Toronto in 2009. Empirical investigations reveal that latent perceptions of ‘bikeability’ and ‘safety consciousness’ directly influence the choice of biking. It is also found that the choice of the level of bike ownership (number of bikes) is directly influenced by latent ‘comfortability of biking’. The number of bikes owned moreover has a strong influence on the choices of biking for different purposes. It is clear that bike users in the City of Toronto are highly safety conscious. Increasing on-street and separate bike lanes proved to have the maximum effects on attracting more …