According to Kotler (1994), there is a direct relationship among consumer's satisfaction, services and product quality and a company's profitability. In this sense, understanding consumer's behavior is essential for any enterprise that wants to be successful. It is not different in the odontological sector. Understanding how is processed the buying behavior of dentists and which factors they consider as the most relevant is important for companies to offer products and services adequate to their needs. However, the secondary sources of research in this industry are scarce. The data available is superficial and it is spread out on government and regulatory agencies websites, which not always present updated information. The objective of this paper is to identify which characteristics of a resin are relevant for the buying decision of a dentist. The output of this research is crucial for the decision making process of companies from this segment. Aiming to understand how dentists develop their preferences and to show the most important attributes of a resin, the conjoint analysis theory has been applied. The attributes and levels to be evaluated have been chosen through focus group. Based on statistical software, the set of stimuli that would be judged by the dentists during the field research has been defined. This phase of the research has been completed based on questionnaires submitted to the dentists personally or via electronic mail. The forms have been previously identified due to the fact that professionals who attend to health plans or popular clinics may have different needs from those who attend to private patients. Based on the responses, the relative importance of the proposed attributes and utilities have been analyzed separately. The outputs of the research have shown that dentists who attend to health plans and/or popular clinics are more price seeking while dentists who attend to private patients look for products that have more esthetic appeal.