Logistic regression model is applied to study the factors which have influence upon the consumer＇s purchase of Yunnan baiyao toothpaste, with the aid of on - the - spot investigation. The method to estimate the probability of the consumer＇s purchase of Yunnan baiyao toothpaste is put forward. It is then pointed out that consumers buy Yunnan baiyao toothpaste mainly because of gum＇s bleeding or swelling and aching, whereas consumers who merely have a peculiar smell in oral cavity seldom purchase it, possibly due to its high price. Therefore, it is suggested that the market position of Yunnan baiyao toothpaste should be the sufferers who catch all kinds of diseases in oral cavity which give rise to gum＇s bleeding or swelling and aching.
Journal of Kunming University of Science and Technology(Natural Science Edition)