Abstract: In this study we apply Analytical Hierarchy Process (AHP) to examine the similarities and differences of the quality perceptions of different fish market sectors. In order to make this analyses, a hierarchic model of the total quality of fresh rainbow trout (Oncorhyncus mykiss) fillets was created. The model had seven main criteria and 78 sub-criteria at different levels. Computer-based interviews were carried out with 18 wholesalers, 20 retailers and 17 representatives of catering sector. The interviewees attached weight to each element of the model according to their relative importance. The main criteria were raw material, sensory quality, freshness, safety, nutrition, service and image. Freshness was the most significant component of the quality of fresh rainbow trout fillet. Among the sectors there were noticeable similarity about the significance of freshness to the quality. Concerning the other main criteria there were considerable differences in the quality perceptions. Most components connected with sensory quality, safety and nutrition were seen more important by catering sector than wholesalers or retailers. Wholesalers considered components connected with raw material and service
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