Monthly, quarterly, and annual cross-sectional and time-series data for the period 1982-85 were analyzed to identify factors affecting terminal market price for four types of fresh potatoes. Results indicated that state of origin, terminal market package type, and season of marketing were significant quality variables affecting price. Price differences among potato types because of season of marketing and stocks of fall potatoes were evident. These results suggest that cultivar selection, cultural practices, planting and harvesting schedules, packaging, and market selection - factors which are ultimately controlled by growers and grower/shippers - can be utilized effectively as mechanisms to increase price and expand markets.