Customer satisfaction plays essential role on the success of industrial products such as milk in todays’ marketing planning. In this paper, we present a conceptual model to measure the relative impact of various factors on customer satisfaction. The proposed study of this paper designs a questionnaire and distributes it among managers of a dairy producer named Pegah in city of Esfahan, Iran. Using Pearson correlation ratio as well as stepwise regression technique, the study has found positive and meaningful relationship between customer satisfaction and price, quality of product, distribution and compatibility with customer expectation. In addition, the study detects a negative and meaningful relationship between conflict and customer satisfaction.

During the past few years, there has been tremendous increase in advertisement expenses all over the world. Therefore, it is important to examine, to investigate and to evaluate the performance of advertisement to reach organizations’ objectives. This paper presents an empirical investigation using highly reliable and efficient method called AIDA, which consists of four factors: attention, interest, desire and action. The study is implemented for one of Iranian food suppliers called TABAROK located in city of Mashad, Iran. The survey selects a sample of 300 regular customers and distributes a standard questionnaire among them. Cronbach alpha has been calculated as 0.93, which is well above the minimum desirable level. Using Spearman correlation test, the study confirms that all four components of the survey influences consumer behavior, positively. The study also indicates that there were some positive and meaningful correlations among various components of the survey. In addition, applying Freedman test indicates that advertisement has the highest impact on convincing consumer to purchase product.