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Abstract: This study was carried out to determine the effect of banana fruits quality attributes on consumer preference and price in Kano metropolis, Nigeria using the Yanlemo fruits market which is a specialized, international and regional bulking market. A total of 120 retailers and 120 consumers of banana fruits were selected for the study for using random progressive and accidental sampling. Structured questionnaires, laboratory measurements of the fruits and survey forms for price and quality studies were used to elicit the necessary data. Descriptive results showed significant presence of good quality reveled that cluster size of fruits was positive and significant of p<0.01, weight softness and degree of ripeness of fruits was positive and significant p<0.05 and length (long) of fruits also positive and significant at p<0.1. This means that consumers are willing to pay premium price for fruits with these significant characteristics and will ask for discount if otherwise. It is therefore, recommended that breeding and research efforts should target those characteristics of banana fruits consumers showed sensitivity so as to enhance their market and economic value to farmers and marketers of banana.