This study aimed to assess a variety selection and preference criteria based on net return ha-1 in durum wheat (Triticum durum L). Regional yield trials with 25 entries were planted in Diyarbakir, Hazro and Ceylanpinar locations in southeast Anatolia in 2004/05 and in Diyarbakir and Hazro in 2005/2006 growing season. A randomized complete block design with 4 replications was employed. Grain samples from each location were subjected to some quality analyses and then presented to randomly selected grain purchasers within the local commodity market for market price estimations. The results revealed that entries 13, 7, 3, 16 and 24 were found to be top 5 highest yielding. Regression analysis showed that the entry 13 and 24 were stable for grain yield. It was found that the most of high yielding entries were also high income generating in both years. Entries 13, 24, 16, 7 and 2 were always found to be first 5 highest incomes generating in both years. Except for 1000 kernel weights in first year, none of other quality parameters was found to be correlating market prices. There were 6.08 and 25 US$/tonne market price difference between entries with highest and lowest market prices in both years respectively. It was concluded that Şanliurfa commodity market does not offer adequate premiums for the quality characteristics of durum wheat under study. This may result in farmer preference for high yielding with relatively low quality varieties. Breeders and farmers must also give priority to develop select cultivars with high net return (US$/ ha) rather than high yielding or high quality (=high marketing prices) only. © 2011 Academic Journals.