The awareness of consumers' choice of a product is an eye-opener to guide and develop a robust policy for such an industry. This study applied the descriptive statistics and Multinomial Logit (MNL) Model to analyse consumers' behaviour in fish products. Data for this study were collected from a primary source. Results indicated that consumers’ choice among alternative fish products was influenced by income and education level of consumers. About 38%, 31% and 31% of respondents choose frozen, fresh and smoked fish, respectively as their main preferred products. The mean income was N 29929.41(USD71.49) per month with a standard deviation of N 34517.08(USD82.45). The average amount spent per day on fish consumption was N 1269.97(USD3.03) while the amount spent per day on substitutes for fish was N 1958.824 (USD 4.68). Factors that significantly influenced the consumers’ behaviour for smoked fish were age, gender, marital status, household size, fish price per day, price of fish close substitute, health status and fish quality. It is recommended that these identified factors should be incorporated into policy formation by the stakeholders for the sustainable development of the fisheries industry.
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