عنوان مقاله [English]
To identify situational influences parameters on fish home consumer’s behavior was designed of questionnaire in Tehran. After the Reliability and viability evaluation of questionnaire. it was prepared and filled randomly for 295 of households of different localities of Tehran with considering the proportion of population in each localities. The degree of importance of effective parameters and their priority were calculated by Fridman test, and the effective parameters with priority was done among all groups of fish consumers. The results showed that, Hygiene Place, smell, ambient ventilation, presentation, cleanliness and clothing seller and their behavior, Crowded store and Picking Method are the most important situational influences purchasing and consumption factors totally of Tehranish households, Curiosity was the main motivation for buying first-order. While buyers are most interested in buying fish from the fish store.