ABSTRACT
Chapter 8 highlighted the importance of tangibility to the process followed by ethnic minority consumers to select the brands and service-products they purchase, as well as the suppliers they favour with their custom. Alleviation of perceived risk in service-product consumption and in supplier selection explains the development of an important interdependence of these consumers with their group of affiliation. This is a major outcome because it signifies that the importance of individual minority consumers is ultimately a function of the critical mass and yield potential offered by the minority ethnic group to suppliers. To be relevant, suppliers might need to develop ethnic-embedded service-products and ethnic-sensitive business models to serve this group.
