REPOSITIONING STRATEGIES FOR ENHANCED CONSUMER PERCEPTION OF MADE IN ABA LEATHER FOOTWEAR IN ABIA STATE, NIGERIA

This study examines the influence of repositioning strategies on consumers' perception of Made-in-Aba
leather footwear in Abia State, Nigeria. The study was motivated by the persistent negative perception of
Made-in-Aba leather footwear despite improvements in product quality and manufacturing processes.
Specifically, the study examined the influence of product quality improvement, branding, promotion, and
pricing strategies on consumer perception. The study was anchored on the Theory of Reasoned Action
and Consumer Ethnocentrism Theory. A survey research design was adopted, and the study was
conducted across the three senatorial districts of Abia State. Data were collected from primary sources
using a structured questionnaire designed with Google Forms and administered electronically. A total of
303 valid responses were retrieved and used for the analysis. Descriptive statistics comprising
frequencies and percentages were used to analyze respondents' demographic characteristics, while
multiple regression analysis was employed to test the hypotheses. The findings revealed that product
quality improvement, branding, promotion, and pricing strategies each exerted a positive and statistically
significant influence on consumers' perception of Made-in-Aba leather footwear, with product quality
improvement strategy emerging as the strongest predictor. The study concluded that repositioning
strategies are essential for improving consumer perception and enhancing the competitiveness of Madein-Aba leather footwear. It recommended that manufacturers prioritize product quality improvement,
strengthen branding, intensify promotional activities, and adopt value-based pricing strategies to improve
consumer confidence, increase patronage, and enhance the market position of Made-in-Aba leather
footwear.