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Abstract
The paper presents the results obtained from survey conducted among clients. The study was designed to
test consumer preferences and attitudes on the fish and fish products market. Were used nonprobability method
- quota sampling due to gender, age, education and place of residence. The research was conducted using an
anonymous questionnaire, developed specifically for this work. The own research results demonstrated that
education and age are factors differing opinions on the assessment of market fish and fish products. Both,
the education of the respondents and their age made it possible to distinguish two segments of differentiating
consumers. The first focus, represented mainly by the elderly, with higher education, characterized by an
increased awareness of pro health fish products and they can discerned their taste compared to the second
cluster composed mainly by younger people with primary education or vocational education.