The paper analyzes individual commuter preferences towards the proposed bus rapid transit (BRT) system in Dar-es-Salaam, Tanzania. The objective of the survey was to identify how commuters perceive and value the proposed BRT service quality attributes. A stated preference survey of potential users of the proposed BRT was administered to 684 commuters who traveled to the central business district (CBD) on a regular basis. To this end, a special pictorial score card was developed that was suited for the local context and needed to capture the preferences of the commuter respondents. The BRT attributes considered for study are travel time, travel fare, and comfort. The stated choice data were analyzed using a binary logit model. The findings reveal, in order of importance, that comfort is the most valued attribute compared to travel time and travel fare, respectively.