10.4225/03/59faa8d9af592 Townsend, Peter Peter Townsend Cairns, Len Len Cairns Ethnoconsumerism and ethnocapability: an evolution of typologies in relationship marketing Monash University 2017 2000 1959.1/469198 monash:62822 2017-11-02 05:10:48 Journal contribution https://bridges.monash.edu/articles/journal_contribution/Ethnoconsumerism_and_ethnocapability_an_evolution_of_typologies_in_relationship_marketing/5562088 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.