In an effective quality enhancement programme of fruit production and marketing, total quality firms must include consideration of those attributes that are important to customers. In this study the hedonic model is adopted, in order to examine the effects of product quality, region of origin and time of product availability on the price structure determination in the apple market in Greece. Results suggest increased marginal shadow values (customers' interest) for physical product quality and for product origin - particularly in the case of Volos region. There is no evidence that out-of-season time is an important factor determining product prices. Further, it is also shown that it is possible to use the hedonic analysis for the estimation of shadow value for some sales quality characteristics other than the physical ones.