The aims of this research were to evaluate the keeping quality (water loss, firmness, decay incidence) and bioactive constituents (vitamin C, antioxidant activity) of three commercial bell pepper cultivars (Selika-red, Dynamo-yellow and Sympathy-orange color) held for 21 days (d) storage at 7 ^oC and market simulation (3 d at 20 ^oC). Cultivars type significantly influenced fruit quality in bell pepper after prolonged storage. The low skin wax content (0.6 ngcm^-2) and thin pericarp tissue (6.5 mm) in Sympathy appeared to have contributed greatly to the high weight loss (5.2%), resulting in very soft fruits (4 mm), high decay incidence (20%) and lowest value in general appearance (2.5) among to the three cultivars. After 21 d storage at 7 ^oC plus 3 d at 20 ^oC content of ascorbic acid showed a insignificant increase in all cultivars. Hydrophilic antioxidant activity (HAA) remains practically unchanged after 3 weeks at 7 ^oC (between 2 and 5%) from the initial value. Total antioxidant activity (TAA) increases only in red pepper 'Selika' (6.07 µmol TE/g fr.wt.) and this increase is mainly because of changes in the lipophilic antioxidant activity (LAA - from 0.84 in harvest time increased to 2.31 µmol TE/g fr.wt. after storage).