One of the major challenges faced by product assortment planning is finding the optimal balance between breadth and depth of product range, failure of which may lead to negative consequences for the retailer. At the same time, competitive pricing draws new customers to/from competitors. However, it is not empirically established if product assortment and competitive pricing strategies employed by retailers in Nigeria influence consumer choice of retail outlets from a retailer perspective. To achieve these objectives and establish a framework of consumer choice of retail outlets, a convenience sample of 138 retailers was pooled up in Awka metropolis, South-East, Nigeria. In addition, the study used multiple regression analysis to test the formulated hypotheses with the aid of SPSS Version 20.0 software at 5% level of significance. Findings show that the two factors examined, namely, product assortment and competitive pricing effect consumer choice of retail outlets. More importantly, competitive pricing has more effect than product assortment. Finally, the study concludes that for retailers to succeed in the present situation, there is the need for them to be resilient, purposeful, transformational, and customer-focused. In consequence, Nigerian retailers should always employ the right product assortment and competitive pricing strategies to enable them maximize sales, grow and increase profitability.