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Fish is a source of cheap and valuable animal protein which contributes about 1 percent to the country's GDP. As far as factors affecting consumer preferences for Inland fish were concerned, the estimated model was correctly specified. The value of R2 was 0.67 which was highly significant. According to findings, consumption of fish was highly dependent on family size of the consumer, purchase price, and income of the consumer. As far as factors affecting prices of Inland fish were concerned, the estimated model was correctly specified. The value of R2 was 0.53 which was significant. According to findings prices of Inland fish were highly depended on skin condition and gills appearance of fish. It was also observed that mostly farmers faced the problems of poor infrastructure and delayed payments. So, there is a need to improve infrastructure, reduce commission fee and involvement of Govt. regulatory body for improving the marketing of fish in district Faisalabad.