Promotions are important means for dairy enterprises to expand their market influences, and also have a significant impact on Chinese residents’ dairy
consumption. In view of this, a cosumer survey about the attitude of Beijing urban residents towards promotion of liquid milk (including the high-temperature sterilized milk, pasteurized milk and yogurt) was carried out. The logistic regression model is used to analyze the influence of willingness to buy dairy products on promotions. It is shown that promotions have the most significant effect on increasing the purchase amount and the purchase of new products, and that impulsive consumers are most likely to switch brands and dairy types.