This research investigates customer satisfaction from the products of a regional carpet manufacturing firm using Derrige&Suich general utility function. For this purpose, relative factors were identified based on literature and expert’s contribution and tested utilizing descriptive survey research. Data was collected from two distinctive populations consisting of a team of experts in carpet industry as well as customers of Sahand manufacturing firm that were randomly selected on proportional basis. Findings of our study revealed that: product quality and price, contribute most to the customer satisfaction. Moreover, analysis of data collected by questionnaire showed that, customers are generally less satisfied with brand image and customer services. It was further noticed that firm’s silk-design carpet is the most favorable product from the viewpoint of customers.

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