• Saraswathy Muralidharan
• Dr.Manasa Nagabhushanam

Money or Wealth plays very important role in the day to day lives of an individual and one of the ways to accumulate it is through investments. India has a multitude of investments to suit the tastes and preferences of every investor. Among these, Gold occupies a pivotal position in one’s life in India owing to the nation’s age-old traditions and culture. India’s gold market is one of the most popular and well established market in the world. Gold is considered to be a traditional, less risky and safe investment. This paper analyses the demographic factors of the investors namely gender, age, marital status, monthly income, monthly expenditure and monthly saving in Chennai and their association with various types of gold investments. In the normal course, demographic factors of an investor defines the way an investor invests in gold. The study was conducted on 100 investors in Chennai city using cross sectional survey design. The study revealed that monthly income and monthly savings impact the willingness of the individual to invest in gold on a monthly basis. The study further establishes that irrespective of gender, age, marital status, expenses, gold purchases continue to grow steadily.

Gold Investment, Retail investors, Demographic factors, Gold forms.

"Influence of Demographic Factors on Gold Investment Decision with reference to Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 9, page no.1219-1238, September-2020, Available :http://www.jetir.org/papers/JETIR2009167.pdf

"Influence of Demographic Factors on Gold Investment Decision with reference to Chennai City", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 9, page no. pp1219-1238, September-2020, Available at : http://www.jetir.org/papers/JETIR2009167.pdf