• DR. BHUVANESWARI V

Gold has always been considered one of the most preferred investment options in India due to its cultural, financial, and security value. This study focuses on an empirical investigation of the various factors influencing gold investment decisions among investors in Coimbatore city. The objective of the study is to identify and analyze the key determinants that motivate individuals to invest in gold as a financial asset. Gold investment is often perceived as a safe and reliable form of investment, especially during times of economic uncertainty and inflation. Investors choose gold not only for wealth preservation but also for portfolio diversification and long-term financial stability. The study examines several influencing factors such as income level, risk perception, market price fluctuations, liquidity, cultural beliefs, and awareness about different forms of gold investment. The research also analyzes how demographic variables such as age, occupation, education, and income affect the investors’ attitude towards gold investment. The findings of the study reveal that safety of investment, long-term value appreciation, and easy liquidity are the major factors influencing investors to choose gold. In addition, traditional beliefs and social influences also play an important role in shaping investment behavior. The study further highlights the growing awareness of modern forms of gold investment such as digital gold and gold ETFs among younger investors. The results provide valuable insights into investor behavior and preferences in the gold investment market of Coimbatore city. The study concludes that gold continues to remain a significant and trusted investment avenue for individuals due to its stability, security, and cultural importance. Understanding these influencing factors can help financial institutions, policymakers, and investment advisors design better financial products and strategies to meet investor needs.

Gold Investment, Investment Decision, Investor Behavior, Financial Security

"AN EMPIRICAL INVESTIGATION OF FACTORS INFLUENCING GOLD INVESTMENT DECISIONS IN COIMBATORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 3, page no.h476-h483, March-2026, Available :http://www.jetir.org/papers/JETIR2603760.pdf

"AN EMPIRICAL INVESTIGATION OF FACTORS INFLUENCING GOLD INVESTMENT DECISIONS IN COIMBATORE CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 3, page no. pph476-h483, March-2026, Available at : http://www.jetir.org/papers/JETIR2603760.pdf