In conclusion, Factors affecting consumer behavior of Nike shoes in Pathumthani. The first reason that related with making decision to buy Nike shoes and the second is Durability of Nike shoes. These reasons are cause of people who want to buy the sport shoes. The result of 4Ps include Price, Place, Product, Promotion from customer who consume Nike shoes is Price is not high and not low when compare with Durability and quality of Nike shoes which they get and they are major realize to