However, to make Nigerian made shoes more attractive, the factor influencing consumer choice of shoes need
to be examined or investigated. The starting point is stimulus response model of buyer behaviour. The marketing
stimuli and other stimuli enters the consumer’s “black box” and produce certain responses. The marketing stimuli
according to Kotler and Armstrong(2007) are associated with the four Ps: product, price, place and promotion. That
is why this paper seeks to examine influence of product quality, price, distribution channel and advertising on
consumer’s choice of made-in-Nigeria shoes in Cross River State, Nigeria.