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@article{175336,
        author = {Ms.M.Gayathri},
        title = {FACTORS INFLUENCING CONSUMER BEHAVIOR TOWARDS GOLD},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {2357-2359},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=175336},
        abstract = {Gold has always paid attention to its internal value and representation of someone's culture. This research appears in primary constructions that affect consumer behavior towards gold in the context of the current changing market. Cultural practices remain important, especially for ceremonies and weddings. From an investment perspective, the price changes along with inflation are economic headwinds. The degree of confidence in purity, brand image and hallmark certification determine the purchase of gold. Small consumers are attracted to bold design, modern craftsmanship and aesthetics. The purchase pattern is determined by S. income level and purchasing power. Marketing, advertising, and sponsorship consumers determine perception, affecting changes in gold demand. In addition, gold purchases are inspired by individual and disposable reasons. To redefine its strategies, businesses need to understand these factors to meet advanced consumer demands.},
        keywords = {Consumer behavior- Cultural effect - Investment preference - Price Sensitivity-Brand trust.},
        month = {April},
        }