This paper investigates toothpaste brand choice behavior of consumers in urban Philippines. After generating attributes using the Sheth-Newman-Gross (1991) model, a pilot study is conducted to reduce the number of attributes to a manageable level. The main study obtained consumers’ evaluation of toothpaste brands and their preferred brands which were then used to estimate discriminant models. Results indicate that functional, cosmetic and sensory benefits are useful for classifying consumers into their brands. Aside from identifying implications to management, the paper clarifies methodological issues when applying some common statistical analyses used in marketing.