Wu Junyi

China Agricultural University

Abstract：

Against the backdrop of deepening global economic integration and the increasing internationalization of the domestic market, the fast-moving consumer goods (FMCG) industry characterized by rapid consumption, frequent repeat purchases, and severe product homogeneity has become one of the most fiercely competitive markets. Consequently, customer loyalty is regarded as the most valuable and stable competitive asset for FMCG companies. Consumption habits, as relatively stable behavioral tendencies formed by consumers through long-term purchasing and usage, profoundly influence the formation and evolution of brand loyalty. This paper analyzes the intrinsic relationship between FMCG consumption habits and customer loyalty from the perspective of consumption habits. It examines the mechanisms through which factors such as consumer commitment, customer satisfaction, brand trust, brand reputation, customer value, consumer involvement, and price sensitivity influence loyalty, dissects the prominent issues currently facing FMCG brands in building loyalty, and, based on this analysis, proposes a strategy for enhancing customer loyalty grounded in consumption habits, with the aim of providing theoretical guidance and practical foundations for FMCG companies to optimize brand management and market segmentation.

Key Words：

consumer habits; fast-moving consumer goods; customer loyalty; growth pathways; customer perception