In this paper, the problem of determining the quality level, lead time for order delivery and price of a product produced by a manufacturer is considered. In this problem the demand for the product is influenced by all three decision variables: price, lead time and quality level. To formulate the demand function, a fuzzy rule base that estimates the demand value based on the three decision variables is developed. To do so, the linguistic knowledge of experts in the form of if-then rules is used to establish the fuzzy system. Moreover, in order to solve the problem, a genetic algorithm integrating the fuzzy rule base is proposed. Finally, to support the validity of the proposed solution, a numerical study is provided.