Abstract

The steel sector in India has undergone rapid technological economic and structural shifts causing consumer purchasing patterns to evolve in equally complex ways. Tamil Nadu one of India’s most industrially advanced states represents a unique marketplace in which consumer decisions about steel are strongly shaped by diverse market variables such as product pricing brand reputation dealer influence perceived quality availability after-sales support and overall economic conditions. This research paper examines the multi-layered impact of these market factors on consumer decision-making behaviour in Tamil Nadu. Through an extensive review of literature qualitative interpretation and market-behaviour analysis the paper explores how both rational and psychological components influence purchase decisions for steel products among households construction firms small industries and individual buyers. The study argues that consumer decisions in Tamil Nadu are not purely guided by price or qualit