It is intended in this study to analyze household fish consumption preferences. Accordingly, the fish quality set and sales conditions that maximize consumer utility were determined. The study was conveyed in Hatay province urban area sample as a section of Turkey. The data retrieved from face to face survey implemented on household level in 2008 was used for the study. The conjoint analysis method, as a multivariate analysis was implemented for assessment of household data. Consequently, it was found that variety, supply channel, price and production method were effective and significant in purchasing preference of the consumer at rates of 29.7, 28.0, 27.2 and 15.1%, respectively. In addition, the utility maximizing fish quality set was determined as variety: gilt-head bream; production method: organic; supply chain: fish market; price: moderate.