Impact Of Gold Schemes On Purchase Decision: A Study Among Consumers

Abstract

Gold investment schemes offered by jewellery retailers have emerged as an important financial saving mechanism among consumers. These schemes provide flexible instalment options and encourage systematic gold purchases. The present study examines the factors influencing consumer purchase decisions regarding gold schemes and identifies the major problems faced by consumers. The research adopts a descriptive research design and uses the weighted average method to analyse consumer perceptions. The findings reveal that convenience and flexibility, scheme features, and investment safety are the most influential factors driving consumer decisions. At the same time, lack of regulatory oversight, price fluctuation risk, and hidden charges are major concerns among participants. The study contributes to understanding evolving consumer behaviour in gold investments and provides implications for policy makers, retailers, and financial institutions.