Determinants of TMT Bar Selection: An Empirical Study of Engineers’ and Contractors’ Preferences

This study explores the key determinants influencing the selection of Thermo Mechanically Treated (TMT) bars among professionals in the construction sector, specifically targeting engineers and contractors. The objective is to examine the impact of demographic characteristics, promotional activities, and user satisfaction on brand preference and selection criteria. A structured questionnaire was employed as the primary data collection tool, and responses were gathered from a sample of 132 respondents actively engaged in construction-related decision-making. The findings indicate that product quality is the most critical factor guiding TMT bar selection, followed by promotional activities and price considerations, with availability having comparatively minimal influence. Statistical analysis revealed significant associations between demographic factors such as professional experience, organizational affiliation, and role—and preference for specific brands, notably VIZAG and Birla Steel. While promotional activities showed moderate relevance, most participants emphasized technical performance and brand reliability as the primary basis for their choices. Furthermore, a high level of satisfaction was observed among users regarding their currently preferred TMT brands. The study concludes that manufacturers aiming to enhance market penetration and brand loyalty should prioritize quality assurance and performance consistency, while also adopting demographic-specific marketing strategies to better address the needs and expectations of diverse professional groups.