“…Over thirty years ago, social marketers identified the disadvantaged consumer of the 'urban ghettos' (Andreasen, 1975), neighbourhoods that lack income and attract a variety of retailers characterised by high prices, low competition, lower quality, and a smaller choice of available goods (Hill, 2008 (Furey, Strugnell, & McIlveen, 2001;Paddison & Calderwood, 2007;Wrigley, Warm, Margetts & Lowe, 2004). Other marginalised consumers have found themselves excluded from mainstream consumption practices, and consequently the rest of society, solely by the fact they cannot afford to buy goods (Williams & Windebank, 2002).…”