ABSTRACT
One of the noticeable trends in the 21st-century marketing system is the increase in the number of ethnic minority groups in many developed nations, including the UK. A myopic view of marketing is to simply focus on transactional approach rather than embracing relationship marketing which ensures that long-term relationship between the parties are given utmost attention. The extended marketing mix elements, namely people, processes, and physical evidence, could go a long way to prompt specific consumer action such as brand loyalty. A thorough look at virtually every sector of the economy in the marketing environment will reveal something new somewhere intended for creating value for the customers. The people’s income is a fundamental part of their consumption decision making system, as marketing revolve around engaging in exchange of something of value between the transacting parties.
