The fisheries sector has an important role in the economy. The sector also provides benefits in supplying nutritious food to theIndonesian people.Broadly speaking, the nutrient content of both types of freshwater fish and marine fish is rich in protein and vitamins. The study determines the preferences of society and describes the attributes that most consumers consider in the decision to buy freshwater fish or marinefish in the Bauntung Market, Banjarbaru. The consumer preference in the type freshwater fish is higher that the marine fish. The attributes that consumers consideredin the purchase decision are income and the number of family members.