The Marketing Mix Element as Determinants of Consumer’s Choice of Made-In-Nigeria Shoes in Cross River State.

Abstract

This paper examines factors influencing consumer’s choice of made-in-Nigeria shoes in Cross River State. The paper examines the relationship between product quality, price, distribution channel, advertising and consumer choice of made-in-Nigeria shoes in Cross River State. A survey design was used in gathering information needed for the work. The findings based on data analysis showed that there is a significant relationship between product quality, price, distribution channel, advertising and consumer choice of made-in-Nigeria shoes. It is recommended that good quality shoes should be produced and sold at suitable prices. It is also of our opinion that made-in-Nigeria shoes should be intensively distributed and frequent advertising programmes should be carried out in order to create awareness, capture interest of consumers, as this will help boost the economy of the country.

Keyword:  Product quality, price, advertisement, distribution intensity and consumer choice