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¹ Ege University Faculty of Fisheries, Aquaculture Department, Bornova, Izmir, Turkey DOI : 10.4194/1303-2712-v18_1_13 Viewed : 4335 - Downloaded : 4188 This study investigates preferences of ornamental fish hobbyists on selected attributes of livebearer fish species guppy (Poecilia reticulate),golden swordtail (Xiphophorous hellerii), platy (Xiphophorous maculatus) and molly (Mollienesia spp.) using adaptive conjoint analysis. Computer-based surveys were conducted with 453 livebearer hobbyists in İzmir city (Turkey) between September and December, 2014. Results indicated the most important attributes are colour, price, species and size, which have significance for local livebearer producers, importers and retailers in planning their production and market strategies. Conjoint analysis determined price to be the second factor influencing the purchase behaviour of hobbyists` with a 25% relative importance. Colour attribute is the leading factor by 28% relative importance. Multicolour, which is the most leading attribute level, got the highest part-worth score as 3.36. Market simulation indicated that nearly 62 % of the hobbyists` like to purchase a medium size multicolour guppy with 1€/fish price and such favourite attribute combination would get nearly 42% of the livebearers market share. The overall results of this study indicate a promising market share for locally-bred livebearer fish in a variety of colours and sizes, but there is a considerableresistance to the price attribute which should be optimised by production and marketing strategies. Keywords : Aquarium, conjoint analysis, consumer preferences, marketing, livebearer