One of the most important challenges in business operations today involves customer behavior and how they are satisfied based on risk supply value choices. This work is based on the evaluation of information gathered from surveys, consultations and other references on the topic. Today, there are many different whitening soap products available on the market. Over the years, our skin becomes dry and damaged, especially when we turn to the Middle Ages. Even young people can suffer skin damage from constant exposure to sunlight. For most people, it is really difficult to preserve their original skin from damage. (Martina Geste, 2012). In the Philippines, the satisfaction level of Filipinos is increasing because many whitening products are marketed. Filipino consumers seem to be cautious when purchasing an item. In Davao City, Ms. Grace Fernandez, a user of whitening soap from a major whitening brand, buys at an affordable price with the same content as the expensive toll. According to her, she is satisfied with the effects of the product. This strategy recognized the level of satisfaction of minimum wage earners. The concerned researcher is studying the level of consumer satisfaction regarding whitening soap, especially among CBAE students at the University of Mindanao. This takes some of the elements of external and internal influences that affect whitening soap users identified as effectiveness, availability and convenience. These are the factors that can be taken into consideration when coming up with new and improved models. It is hoped that through this study, dealers and retailers will be able to interpret the motivations of whitening soap users to respond to the demands of the growing... center of paper... competitive brand of even a larger level one.Another author added that consumers can also compare numerical feature information faster and more easily than they can compare verbal information. (M. Viswanathan and Sunder Naranayan, 2013). Repeatedly, consumer products or services are found to rival each other in the marketplace; this usually leads to choice problems for consumers who have to select another product from those available. (Adetayo, 2008). However, the quantity, quality and format of information can shape the decision-making strategy used by consumers. When a consumer has more information, the decision becomes more complex and the consumer must apply a more detailed decision strategy, such as the multi-attribute choice strategy. Having more information will lead to making a better choice only to the point. (Jacoby, 2013).