Shafqat RasoolAbdul GhafoorManan Aslam2015-02-042015-02-042014Rasool, S., Ghafoor, A., & Aslam, M. (2014). Examining Consumer Preferences for Inland Fish in District Faisalabad, Pakistan. International Journal of Agriculture and Applied Sciences 6(2), 12-19.https://escholar.umt.edu.pk/handle/123456789/1416The present study was basically carried out to examine the effects of consumer preferences for the inland fish inFaisalabad district by using primary source of the data. The representative sample size of 40 inland fish consumers was chosenby using the stratified random technique of sampling. The influence of main variablesinfluencing the consumer preferences for the inland fish was checked by using the double log type of the regression analysis. The adjusted R2valueand F-value were 0.69, 14.10 respectively in our research. The empirical findings of our analysis depicted that the income of the consumer, family size of the consumer, winter season and purchase price of the inland fish were the significant variables of the fish consumption in district Faisalabad. In addition, significant price volatility for the same breed of inland fish in the wholesale fish market of Faisalabad was also noticed which persuades the consumers. It is recommended that the purchase prices and the supply of inland fish should be sustained through supervising by theconcerned authorities specifically in the season of winter.Inland FishConsumer PreferencesFaisalabadDouble Log RegressionAnalysisArticle