Fish consumption is a key component in production and marketing decisions. Fish consumers play a key role because fishermen and distributors recognize their purchase choices as a determinant to their operation. Consumers make buying decisions according to market conditions and to various attributes of the product, namely the specie, the form, the place of purchase, the size and the quality. This study is aimed at providing information on Oman consumers' attitudes and preferences for fish purchase form and market outlets using an information-processing model. It identifies factors for predicting changes in market demand for fish products and services as a result of changes in consumers attributes. Results indicate that on-shore fish markets are the most preferred outlets for the coastal population while retailers and Oman National Fisheries Company are the commonly used outlets. Results also show that whole fish is the most preferred form of purchase for both rural and urban medium to low-income consumers while a large proportion of high-income consumers in urban regions prefer mainly sliced fish. Market development efforts should focus on the organization of on-shore fish markets in coastal regions, and retailers and Oman Fisheries Company's outlets in the inland areas. Forms other than whole fish may be promoted for sale in supermarkets and specialized shops for the urban high-income consumers group.