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Potential Value of the Ethnic Pound in England and Wales

Increasingly more European markets are becoming multicultural as Europe accommodates increasingly sizeable ethnic minorities. England and Wales are such examples with large ethnic minorities arguably offering valuable marketing opportunities. This paper aims to highlight this potential for practitioners and researchers in England and Wales. Multiethnic character of consumers are paid little attention in the marketing literature despite a wide range of interest in other disciplines has grown. This study focuses on demographics of the market and its relevance to market potential. The 2001 UK Census data and the Annual Population Survey of are used in analysis of market potentials. This study demonstrates that the ethnic minority market in England and Wales has rich opportunities to offer.