Abstarct: Recognizing of prioritize the idea of manager's industry with customer's is one of the success factors in world competition. Comparison of industry managers & customers prioritizing can help the investors to understand pros & cons and survey the available opportunities in industry. Moreover, producers can find their weakness in producing goods. Nowadays, quality award models, such as the European Foundation for Quality Management (EFQM) Excellence Model, are used as a guide to implementation by a large number of organizations as a structured model and comprehensive tool that showed the verbal statue in industry. It is now the most widely used organizational frxamework in Europe and across the world and it has become the basis for the majority of international, national and regional Quality Awards. It is a practical tool that can be used as a guide to identify areas for Improvement. However, the current EFQM model has some drawbacks and problems which are not able to identify the priorities in Area for Improvement (AFI). For organizations with limitations of time, budget and resources and organizations that cannot implement all the AFIs, some standards or indexes and limitations should be defined for prioritizing and choosing the AFIs. The purpose of this paper is to analyze the factors that affect the purchase increase of domestic products baxsed on the EFQM indexes and identify the priorities in Area for Improvement (AFI) in appliance industry as a case study. Using of decision analysis techniques to achieve better and precision results was significant in this research. The solution of problem was made by applying Additive Ratio ASsessment (ARAS) method. The results of this research are baxsed on responses collected from customers & managers of three brands of Iranian companies in appliance industry by means of a structured questionnaire, showed that: (1) all of the EFQM excellence model indexes are the factors that affect the purchase increase of domestic products. (2) There is a sensible gap in customers & managers idea in ranking the factors that affect the purchase increase of domestic products.