Author(s): Ekaterina Anikina
This study investigates the principles and strategies essential for creating new consumer habits through market development, which emphasizes innovation and renovation to drive category growth. The purpose of the research is to explore effective methodologies for altering existing consumption patterns and establishing new ones. Employing a qualitative analysis of historical and contemporary case studies across various industries, the research identifies key factors contributing to successful habit formation. The findings reveal that consistent consumer education, innovative product offerings, and targeted communication efforts are crucial in overcoming adoption barriers. The study concludes that a multi-year, holistic marketing strategy is imperative for sustained consumer behavior change, providing both brand and category growth. The novelty of this work lies in its comprehensive framework that integrates diverse marketing tactics and adapts them to modern challenges, offering actionable insights for advanced practitioners aiming to navigate the complexities of today's competitive market.