Investigating The Consumer Perception and Investment Pattern Towards Gold Ornaments in Bengaluru City for Sustainable Development
Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates consumer perception and investment patterns towards gold ornaments in Bengaluru, India, aiming to identify important aspects influencing consumer behavior. A descriptive research design was adopted, with data collected from 481 respondents through structured questionnaires. Findings reveal a higher representation of female respondents, primarily aged between 30 to 50 years old, and predominantly employed in the private sector. Multivariate tests indicate significant effects of gender, age, and occupation on consumer perception and investment behavior towards gold ornaments. Specifically, gender significantly influences perceptions of prestige, design importance, investment safety, and price influence. Age demonstrates significant effects on selected perceptions and behaviors. Additionally, occupation plays a notable role, particularly in perceptions related to prestige and investment safety. The study highlights the significant influence of the price of gold on investment decisions and the perception of gold ornaments as symbols of wealth preservation and social status. Females are more likely purchasers than males, as both sexes should see gold ornaments as objects for personal adornment and investment. Respondents find purchasing from jewelry stores the best choice, as they are aware that the jewelry will have been invested in. Finally, the study showed that occupation does not play a big role in predicting how reliable gold ornaments will be perceived by people. However, the results highlight the intricate relationship between demographic factors and consumers’ perceptions and behaviors when it comes to gold ornaments in Bengaluru city.
DOI: 10.14419/h6fbfp39
Authors: Lakshmi Eshwar, Dr. G. Selvalakshmi
Institution: Periyar University
Subfield: Marketing
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4415864735
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