The samples are from the clients in Hsin-Chu Science Industry Park Branch of Chiao Tung Bank. The results show：Bancassurance customers can be successfully segmented by lifestyle variables, such as ”Brand-Impulsive Buyer”、”Convenience Oriented Buyer”and ”Price Oriented Buyer”，Only “gender” in demographic variables and “marketing channel availability”, “image and trustworthiness”, ”capability of providing variety of finance services “, ”convenience of buying insurance” and ”familiarity with clients” in the variables of evaluation criteria for attributes of products are insignificant for product selection. The information source variables and consumption reality variables are significant.
