A Study on Factors Influencing Consumers' Buying Behaviour: Gold

Gold has traditionally held a significant position in the Indian economy and society, serving not only as jewellery but also as a valuable form of savings and investment. The purchase and ownership of gold jewellery are influenced by cultural traditions, social status, financial security, and investment considerations. India is one of the world's major markets for gold jewellery, and the growing demand for gold has increased the importance of understanding consumer and jeweller buying behaviour. Against this background, the present study examines the buying behaviour of jewellers in New Delhi, with particular emphasis on the role of gold jewellery as an investment and savings instrument. The study adopts a systematic approach to examine the factors influencing the purchase of gold jewellery and the investment preferences of jewellers in New Delhi. Primary data were collected from jewellers through a structured questionnaire, while relevant secondary information was obtained from existing literature and other published sources. The collected data were analysed to identify patterns in purchasing behaviour and to understand the extent to which gold jewellery is purchased for investment purposes. The findings indicate that gold jewellery continues to be an important investment avenue among jewellers in New Delhi. A considerable proportion of respondents reported purchasing gold jewellery as an investment, demonstrating that gold serves purposes beyond personal adornment. The study concludes that gold remains an important savings and investment vehicle in India, supported by its cultural significance, perceived value, and long-term financial appeal. Understanding these purchasing patterns can help jewellery businesses, policymakers, and other stakeholders better respond to changing preferences in the Indian gold market.India's gold market is mostly used for the purchase and sale of tangible gold as well as gold jewellery. In India, gold has a variety of uses, and wearing it has a number of consequences. It shows standard of living. India is thought to have the world's quickest rate of growth in gold jewellery. After deposits and mutual funds, it is the second most popular investment choice in India and is recognized as a savings and investment vehicle. Therefore, the buying behaviour of jewellers in the city of New Delhi is the focus of this study. According to the study's findings, many have bought gold jewellery as an investment.