Under the partnership with WorldFish, Apon jointly with Parmeeda, initiated fish and fish based product selling from October, 2020. To understand the market behavior as well consumer dynamics, Apon conducted a market survey to boost sales as well as to understand consumers' preferences in one of the store in Mymensingh. total number of 16 respondent were interviewed on one on one basis as well as small FGDs. Responses were collected to understand their fish preference, purchasing frequncies, consumption pattern and deciding factors behind purchasing fish. The result suggested that, these low income community are very much price sensitive and their decisions are based on price over quality. Fish preferences are mostly Rohu, Silver Carp, Pangus and Tilapia.