One of the most notable challenges in today's business operations is that of customer behavior and how satisfied they are in the framework for choices of provision value for risks. This work is based on the evaluation of information gathered from surveys, consultations and other references regarding the subject. Currently, there are many different whitening soap products available on the market. Over the years, our skin dries out and becomes damaged, especially when we look back to the Middle Ages. Even young people can also experience skin damage from constant exposure to the sun. Most people struggle to protect their original skin from damage. (Martina Geste, 2012). In the Philippines, the satisfaction level of Filipinos is increasing because many whitening products are being 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 high price. In agreement with her, she is satisfied with the effects of the product. This strategy recognized the level of satisfaction of minimum wage employees. The inclined researcher studies the level of consumer satisfaction on whitening soap, especially among the CBAE student of the University of Mindanao. This takes into account some of the elements of external and internal influences that affect whitening soap users, identified as effectiveness, availability and affordability. This is the factor that can be taken into consideration while creating new and improved models. We are confident that through this study, resellers and retailers will be able to interpret the motivations of whitening soap users to meet the demands of the culture...... middle of paper ...... brand even greater competitiveness 1. Another author added that consumers can also compare numerical characteristic information more quickly and easily than verbal information. (M. Viswanathan and Sunder Naranayan, 2013). Many times, consumer products or services prove to be rivalry against each other in the marketplace; this generally leads to a choice problem for consumers who must choose 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-making strategy, such as the multi-attribute choice strategy. Having more information will lead to making a better choice only up to a certain point. (Jacoby, 2013).