ABSTRACT

 The study attempts to evaluate marketing problems and prospects of made in Nigeria shoes. The study takes cognizance of marketing mix variables (4p's), advertising strategy adopted by the in dustnT, factor: that affect consumer purchase decision such as reference group. The researcher administered questionnaire, on the general public (consumers) to identity the above phenomenon. Interviews were further used to confirm some data cc l: ci:d from secondary sources. The tetua1 and tabular methods of presentation were used in the analysis of data. Chi-square test was used to confirm the result of the analysis carried out. The study showed that reference groups influence cousun'ers choice of shoes and consumers considere price as a reflection of the qualities. As 'a result of the above, the researcher. made the following recommendations. The indigenous shoe companies should get in touch with social clubs.. religions insti'utions, families and opinion leaders to create greater demands for their products. The firms should make use of high quality materials in the manufacturing of foot wear. The company should use advertising media that centre heaviiy on emotional appeal involved in such programmes, like trr "ling pots, delivery van etc. as presented by the stating in Nigeria. considering the dynamic and unpredictable nature of the environment they operate, the marketing department of the various firms should not stand to watch things happen, but rather try to make things happen.