Gold Investment Behaviour Among Working Women in Rajkot: The Role of Awareness, Motivation, Financial Literacy, and Risk Tolerance.

Abstract

Gold is still really popular with a lot of Indian women when it comes to putting their money somewhere, and it’s got a lot to do with its roots in the culture, how safe they perceive it to be, and its long-standing history as a way to preserve wealth. This study looks at whether things like how aware people are that these investment options even exist, how much they feel the need to invest in gold, how financially savvy they are and how much risk they're willing to take on, actually has an impact on their gold investment habits. This study used data from a survey of 248 people, and ran a bunch of number-crunching tests to see how all these things are connected. The results all look good and tell us that our survey questions are reliable. The numbers show that while a decent chunk of people is pretty aware of how to invest in modern gold, most of the people surveyed are pretty motivated to invest in gold, and are generally pretty comfortable with some risk. And to top it all off, they're not complete financial novices either. Our actual findings show that awareness of what gold investment options are available, how good people are at managing money, and how much risk people are willing to take on all are good things when it comes to how often people buy gold. But when we looked at all these factors together, it turns out that awareness and how good people are at managing money were the real MVPs when it comes to making informed investment decisions. And it’s worth noting that taking on risk is a pretty minor factor in this whole equation. These results are really important in helping us understand how women make investment decisions, and have some big implications for banks and other financial places, policymakers and even the regular old investment advisor looking to get more women to invest in modern gold.