Purpose - This paper analyzes the effect of quality change on export price and export market share. We used U.S. import data classified with HS 6-digit covering the period from 1995 to 2015. Design/methodology/approach - The quality index was estimated by using the ranks of export prices by country. Findings - Results show that countries with higher income levels are exporting better-quality products, and countries that are geographically far away are exporting better-quality products. Overall, there is a positive relationship between price and quality. However, increases in prices reduce market share, but increases in product quality contribute to increases in market share. An increase of 10% in quality increases the export share by 2.65-2.83%. As in other studies, the larger economies have higher market shares, and the countries with longer distances have lower market shares. Research implications or Originality - Finally, the regression analysis reveals that Korean products are of better quality than those of other countries similar to Korea, and because of such better quality, Korea has a relatively greater market share than other countries.