<![CDATA[The iron and steel industry is closely connected with construction and infrastructure development, with individual users forming an important consumer segment. This study examines the purchasing behaviour, brand preferences and quality considerations of individual users of iron and steel materials in Tiruchirappalli Corporation, Tamil Nadu. Primary data were collected from 110 respondents through a structured questionnaire using simple random sampling. Frequency and percentage analysis were used to examine the demographic characteristics and purchasing practices of the respondents. The Chi-square Goodness-of-Fit Test was used to assess differences in brand preferences, while quality attributes were examined based on the level of consideration given by respondents. Residential use was the main purpose of purchasing iron and steel materials, reported by 95.5 per cent of respondents. Own information and advertisements were the most commonly used sources of information, reported by 96.4 per cent and 95.5 per cent of respondents, respectively, while 80.0 per cent relied on the internet. JINDAL was the most preferred company, followed by JSW, SAIL and VISA. The Chi-square test showed a statistically significant difference in brand preferences (χ² = 28.184, df = 9, p = 0.00089). Among the quality attributes, strength received the highest level of consideration, followed by durability and corrosion resistance. The findings show that product performance, access to information and brand positioning are relevant to understanding purchasing behaviour in the iron and steel market.]]>
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