PRODUCT ATTRIBUTES AND CONSUMER ATTITUDE TOWARDS MADE IN NIGERIA SHOES IN AKWA IBOM STATE UNIVERSITY OBIO АКРА САMPUS

The study examined the effect on product attributes and consumers attitude toward made in Nigeria shoes in Akwa Ibom State University Obio Akpa Campus. The independent variable product attributes (X) was measured by sub variables of product quality, product design and product price, while the dependent variable (Y) was maintained as consumer attitude toward made in Nigeria shoes. The researcher adopted descriptive research design. Undergraduate students of Akwa Ibom State University Obio Akpa Campus were respondents of the study. Questionnaire was the major instrument for data collection. The data were analyzed with Pearson Product Moment correlation coefficient statistical model. The result revealed that there is a relationship between product quality and consumer attitude towards made in Nigeria shoes. There is a positive relationship between product design and consumer attitude towards made in Nigeria shoes. There is a negative relationship between product price and consumer attitude toward made in Nigeria shoes in Akwa Ibom State University, Obio Akpa Campus. In conclusion, is a significant relationship between product attributes and consumer attitude towards made in Nigeria shoes. Nigerian consumers show more positive preference to quality and properly designed locally made shoes, but they are not willing to pay higher price for the product. Nigeria consumers attitude towards made in Nigeria shoes are being influenced by product design, product price and product quality. The researcher recommended that Nigerian manufacturers must strive for excellence in quality of made in Nigeria product with respect to their textile products and brands in order to compete successfully in the market.