Contemporary urban space prioritizes knowledge elites and sign value of goods. Therefore, individuals construct their identities through patterns of consumption and their positions in markets. Significantly, people produce objects thinking about their profitability in markets rather than necessity. Privatization and commodification are key features through which capitalist markets extend into new spatial contexts. Individuals are placed in a way that compels them to negotiate with intricate forms of society. Central liberal values such as liberty, individuality and rationality are connected with formal market relations. Depending on market ability, people gain status and power in this society. Reflexivity in modes of production and consumption builds a new consumer ethos and helps to integrate numerous people into nexus of information with increasing impersonality. Furthermore, contemporary economic sociology helps to increase leisure activities. The present paper will analyse how identity of human being is altered in market-oriented urban space in a contemporary English novel.