This book forms a valuable platform for the upcoming fisheries businessmen, same time it will definitely encourage the further research in the area as well. Communication of information to un-organised fish sellers will motivate them to initiate modifications in their business. In India, In recent years slow transformation of unorganized fish retail marketing into an organized has began to be noticed, through entry of private retailer giants. This has shown the significance for working on consumer behaviour and making it available to professionals and common man. The Book Highlights Consumers behaviour at organised fish retail outlet; with reference to its preferences towards form of fish, taste and buying preferences. It put light on consumer attitudes and buyers behaviour In the Marketplace. This book will benefit all Marketing Students, Executives and Managers Especially the new entrants in the marketing.