We examine car driver’s behaviour when choosing a parking place; the alternatives available are free on-street parking, paid on-street parking and parking in an underground multi-storey car park. A mixed logit model, allowing for correlation between random taste parameters and estimated using stated choice data, is used to infer values of time, both when looking for a parking space and for accessing the final destination. Apart from the cost of parking, we found that vehicle age was a key variable when choosing where to park in Spain. We also found that the perception of the parking charge was fairly heterogeneous, depending both on the drivers’ income levels and whether or not they were local residents. Our results can be generalised for personalised policy making related with parking demand management.