A Study On Fluctuations In Global Gold Prices And Effect On Investment Behaviour Of Consumers In Rural Area Of Kanyakumari District

Abstract

Gold has always been considered a vital component of wealth and financial security, particularly in developing nations like India, where it holds both economic and cultural significance. The present study titled “A Study on Fluctuations in Global Gold Prices and Effect on Investment Behaviour of Consumers in Rural Area of Kanyakumari District” aims to analyze how global gold price variations influence local investment patterns among rural consumers. The study focuses on understanding the socio-economic factors, purchasing behaviour, and awareness levels of rural investors in response to international market changes.

            A descriptive research design was adopted, and primary data were collected from 80 respondents residing in rural areas of Kanyakumari District using structured questionnaires. Statistical tools such as Chi-square test, ANOVA, correlation, and regression analysis were employed to interpret the data. The findings revealed that income level significantly influences the amount invested in gold, while gender has no significant association with the frequency of purchase. The correlation and regression results indicated a strong positive relationship between global and local gold prices, confirming that global market fluctuations directly affect local pricing and consumer investment behaviour.

            The study concludes that rural consumers view gold as a stable and traditional investment avenue, largely driven by cultural beliefs and limited awareness of alternative investment options. It suggests that enhancing financial literacy, promoting diversified investments, and ensuring transparent market information can help rural investors make informed and secure financial decisions.