This study examined how preservation techniques affected fish vendors' market performance in Benue State, Nigeria's Makurdi Local Government Area. The sample size of 120 fish marketers in the sample area was chosen using a multi-stage selection methodology that included both purposive and simple random sampling. Data was gathered using a standardised questionnaire. Validation and reliability were assessed using the test-retest methodology. Descriptive and inferential statistics were used to analyse the acquired data. The result from the analysis showed that the majority (53.3%) of the respondents used the smoking method of preservation. Additionally, the market size was significant at the 1% probability level and positive with an R2 of 0.239. The study shows fish marketing is profitable, as evidenced by the gross margin analysis's positive mean profit of N218316.24. The survey also revealed that the main obstacles to fish marketing in Makurdi LGA were a lack of funding, spoiling, and consumer reluctance to purchase fish. According to the study's findings, fish vendors' market performance is positively impacted by preservation techniques. The study recommends educational programs on alternative preservation techniques like solar drying that may better retain nutritional value, reduce health risks, and improve the shelf life of preserved items.