A Study on the Role of Modern Marketing in Habit Formation and Brand Moats in FMCG

The research study examines the role of modern marketing strategies in transforming brand awareness into habitual consumption within the Fast-Moving Consumer Goods (FMCG) sector. The research aims to understand how continuous marketing exposure through digital advertising, social media engagement, loyalty programs, and experiential promotions influences consumer habits and strengthens long-term brand moats. The study focuses on consumers aged 18–60 residing in Navi Mumbai. Primary data was collected through structured questionnaires from 100 respondents using a stratified random sampling technique, supported by secondary data from academic journals and industry reports. The findings indicate that modern marketing significantly reinforces brand recall and encourages routine purchasing behavior, leading consumers to rely on familiar brands rather than active comparison during purchase decisions. Such habit-driven consumption enhances customer retention and provides FMCG brands with sustainable competitive advantages. The study highlights the strategic importance of integrating marketing efforts into consumers’ daily routines to build strong brand moats in highly competitive markets.