In conventional probability-based quality evaluation of products with qualitative characteristics, many factors that affect the evaluation are not easily represented quantitatively, because the relation between reliability of human evaluator and each of these factors is not clear. In order to evaluate the quality of product with qualitative characteristics quantitatively, in this paper, the relation is represented as the shape of possibility distribution function of fuzzy set on the interval [0,1]. Furthermore, fuzzy reasoning is used to obtain the estimates of quality characteristics. And, it is supposed that many quality characteristics affected by the above factors are connected with the final characteristic through hierarchical structures. Finally, using the estimates gained from the final evaluation, qualitative characteristics are evaluated by use of concept of pattern recognition.