Book Title: Shaping the Future: Innovation, Sustainability, and Inclusive Growth in a Globalized Economy
Editors: Editors: Dr. Shanu Singh, and Dr. Yashmita Awasthi
Student Editor: Krishna Singh Rawat
ISBN: 978-93-7183-006-5
Chapter: 19
DOI: https://doi.org/10.59646/725/19
Authors: Manu GC, and Dr. Chandrakala G
Abstract
Commodity markets are usually treated as spaces of functional parity, where buyers choose mainly on the basis of cost and availability. In construction materials such as TMT steel rebars, however, purchase decisions carry high financial and safety stakes, so buyers may also rely on brand reputation, perceived reliability, and trust to reduce risk.
This study challenges the assumption that standardized industrial products are governed only by rational price comparison. It argues that even in commodity contexts, psychological and contextual variables can significantly shape purchase intention.