Ethnoconsumerism and ethnocapability: an evolution of typologies in relationship marketing

A method of analysis is required to synthesise the consumer behaviour decision making processes of different segments in order to facilitate understanding in marketing. These multicultural sectors contain ethnic groups whose spiritual beliefs are no longer a sub cultural factor as usually assumed in western text. The significant growth in the overall ethnic influence changes the assumptions included in management, relationship marketing, service quality, customer satisfaction and relationship longevity. This vital evolution inspires change and progress from a pluralist to a genuinely multicultural global organisation. This paper reviews the factors for consideration in the growth of this market and provides a proposed paradigm for exploring relationship marketing in ethnoconsumerism.