Investigating The Consumer Perception and Investment Pattern ‎Towards Gold Ornaments in Bengaluru City for Sustainable ‎Development

  • Authors

    • Lakshmi Eshwar Ph.D. Research Scholar, Periyar University, Salem-16‎
    • Dr. G. Selvalakshmi Assistant Professor, PG & Research Department of Commerce, Sri Sarada College for Women (Autonomous), Salem -16, India
    https://doi.org/10.14419/h6fbfp39

    Received date: July 10, 2025

    Accepted date: July 17, 2025

    Published date: November 3, 2025

  • Gold Ornaments; Consumer Perception; Investment Patterns; Bengaluru; Gender; Age; Occupation; Investment Behavior; Sustainable ‎Development; Environmental.

  • 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.

  • References

    1. Nusrath, K. K. (2022). A study on consumers buying behaviour towards chinese products in Kerala (Doctoral dissertation, Department of Com-merce and Management Studies PSMO College, University of Calicut.).
    2. Fazal, P., &Mohanadasan, T. (2024). A Study on Purchase Behavior of Gold Consumers of Koduvally–The Golden City in Kerala.
    3. Kanakachandran, C. R., & Saji, T. G. BUYING BEHAVIOR IN BRANDED JEWELLERY MARKET: A CASE STUDY OF KERA-LA. INDIAN JOURNAL.
    4. Pol, N., Parappagoudar, S. K., Rai, S., & Agrawalla, U. (2024). Influence of Advertising Media on Consumer Perception and Buying Behavior: A Study on Branded Jewelers in Karnataka. IUP Journal of Management Research, 23(1).
    5. Pathy, G. S., Ramanathan, H. N., & Iyer, E. (2021). Measurement of Buying Roles in Family Decision-Making Process for Gold Jewellery Using Correspondence Analysisgirish S Pathy, Hareesh N Ramanathan, Easwaran Iyer. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(6), 126-146.
    6. Pandiaraj, P. K., & AA, M. (2015). A Study on Factors Influencing Consumer Purchase Behaviour of Gems and Jewellery. College Sadhana, 8(1), 1272-1281.
    7. Modi, A. (2019). A Study of Investment Pattern of Indian Women. In Sixteenth AIMS International Conference on Management, 216 (Vol. 220).
    8. Gaikwad, K., & Petkar, G. (2022). An Empirical Analysis of Alternative Gold Investment Strategies and Their Influence on India's Economic Growth. https://doi.org/10.36647/TJAF/02.04.A002.
    9. Verma, N., Negi, Y. S., & Shukla, R. K. (2020). Determinant Matrix for Gold Monetization Scheme (GMS) and Household Preferences for Gold-Backed Products in Himachal Pradesh, India. International Journal on Emerging Technologies, 33-42.
    10. Achar, A. (2012). Impact of globalization and liberalization on jewellery artisans: A diagnostic study. Prabandhan: Indian Journal of Manage-ment, 5(10), 21-34. https://doi.org/10.17010/pijom/2012/v5i10/60281.
    11. Stanley, J. (2016). A future not so golden: liberalization, mechanization and conflict in arni’s gold ornaments cluster. Middle India and urban-rural development: Four decades of change, 131-150. https://doi.org/10.1007/978-81-322-2431-0_5
    12. Warke, N. P., & Warke, P. S. (2020). Habit of Indian Women about gold as an investment: Causes & motive. International Journal of Management IT and Engineering, 10(10), 26-34.
    13. Tantia, V., &Thammaiah, A. N. (2017). A Study on Working Women Investing on Gold Ornaments rather than Gold Bonds. International Jour-nal, 5(9).
    14. Tripathi, N. N., Raj, A. B., & Tiwari, A. K. (2022). Do employees' salaries and board of director's remuneration impact gold demand?: An empirical study. Resources Policy, 75, 102542. https://doi.org/10.1016/j.resourpol.2021.102542.
    15. Singh, S. (2017). “White gold” for whom? A study of institutional aspects of work and wages in cotton GPNs in India. Critical perspectives on work and employment in globalizing India, 15-36. https://doi.org/10.1007/978-981-10-3491-6_2.
    16. Godbole, S. S., &Sashidharan, G. (2019). Will employment effect gold buying? An Indian perspective. Theoretical Economics Letters, 9(5), 1225-1234. https://doi.org/10.4236/tel.2019.95079.
    17. Kakkar, S., &Chitrao, P. V. (2022). A Study of Purchase Behavior of Ornamental Gold Consumption. In Intelligent Sustainable Systems: Selected Papers of WorldS4 2021, Volume 2 (pp. 263-271). Springer Singapore. https://doi.org/10.1007/978-981-16-6369-7_23.
    18. Sukhija, S. (2021). An Analytical Study of Investment Patterns of Working Women in India. International Journal of Financial Manage-ment, 11(2).
    19. Kambara, C., &Bairagya, I. (2021). Earnings and Investment Differentials Between Migrants and Natives: A Study of Female Street Vendors in Bengaluru City. Environment and Urbanization Asia, 12(1), 56-72. https://doi.org/10.1177/0975425321990318.
    20. Lakshmi, S., & Nandini, R. G. (2022). A Study on Usage of Digital Payment Interface with Special Reference to Working Women in Bangalore City. Traditional and Modern Approach towards Social Well-Being in India, 93.
    21. Srinivasan, I. A. (2012). A study on Savings and Investment Patterns of Women in Bangalore (Doctoral dissertation, Christ University).
    22. Amitabh, A. (2019). Factors affecting consumer buying behaviour towards gold jewellery. Int. J. Recent Technol. Eng. (IJRTE), 8(3), 8088-8093. https://doi.org/10.35940/ijrte.C6438.098319.
    23. Sendhil Kumar, M. (2019). A Study on Investment Pattern among Employed Women at ASCENT HR, Bengaluru.
    24. Shrirao, N. M. (2024). Intelligent design automation in VLSI systems: Leveraging AI for future electronics applications. Electronics, Communica-tions, and Computing Summit, 2(3), 28–39.
    25. Velliangiri, A. (2025). Bioenergy from Agricultural Waste: Optimizing Biomass Supply Chains for Rural Electrification. National Journal of Re-newable Energy Systems and Innovation, 18-26.
    26. Romano, G., & Conti, A. (2024). The role of Customer Feedback Loops in driving Continuous Innovation and Quality Improvement. National Journal of Quality, Innovation, and Business Excellence, 1(2), 30-39.
    27. Abdullah, D. (2025). Nonlinear dynamic modeling and vibration analysis of smart composite structures using multiscale techniques. Journal of Ap-plied Mathematical Models in Engineering, 1(1), 9–16.
    28. Ghazo, M. M., & Barham, L. H. (2025). Strategizing Sustainability: Navigating Choice, Behavior, and Game Theory in the Circular Econo-my. Quality-Access to Success, 26(208).

  • Downloads

  • How to Cite

    Eshwar , L. ., & Selvalakshmi , D. G. . (2025). Investigating The Consumer Perception and Investment Pattern ‎Towards Gold Ornaments in Bengaluru City for Sustainable ‎Development. International Journal of Accounting and Economics Studies, 12(SI-1), 412-419. https://doi.org/10.14419/h6fbfp39