Based on data collected from 120 shoppers, in the City of Windhoek, capital of Namibia, this study used the logit model to analyze the influence household characteristics have on consumers’ decision to purchase horse mackerel, hake, and snoek. Specific factors considered in the model were gender, age, education, household size and income. The results revealed, firstly that education, income and household size have negative significant effect on consumers’ decision to purchase mackerel. Secondly, it was found that age and income have positive significant effect on the probability to purchase hake. Thirdly, household size and income have positive significant effect on the probability to purchase snoek but marital status had a significant negative effect on the decision to purchase snoek. In brief, the results confirmed strong income, age and household size effects on the purchase of fish species. The implication of the findings is that fish marketers and processors should consider these factors in the formulation of marketing strategies aimed at promoting fish consumption in the study area.