Since the consumption is the main target of production and desired items of manufactures must be in the same direction with consumer demands through seller, evaluation of purchase and sale trends have specially importance. Therefore, this study was conducted in 1393 in order to evaluate the purchase and sale trend in the fish market of Guilan province’s in Bandar Anzali, Astara, and Kiashahr ports. Using a questionnaire data were collected from 30 fish store. Friedman test and chi-squared test were used to analyze the data from descriptive statistics. The results showed that most (26.6%) of fish sellers in Guilan ports were 31 to 40 years old. Most of them have had middle school or high school educations. About half of them have had 10 to 20 year experience, and 65% had 3 or 4-person families. 70% of fish market sellers in these ports possess facilities such as refrigerators to appropriately supply fish, but over 80% of them were lacking in counters. The research findings showed that sellers believed that the buyer and the consumer should give the most attention to freshness and quality when buying fish. In order to evaluate the priorities on not to be consumed fish by consumers from suppliers’ perspective, the unpleasant smell, the tiny bones and the difficulty of cleaning were first to fourth priorities. Sellers found that the healthiness and freshness were as the most important factors in consuming fish from the viewpoint of consumers. In addition, it was discovered that, regarding sellers, lack of access to final consumers, high rent, high municipal taxes, lack of buyers’ awareness lack of awareness, and low space in stores are not among problems with which fish sellers are faced in the markets of Guilan ports. Therefore, organizing these markets and equipping them with counters and standards and, modernizing the traditional market is an essential factor.