AN EMPIRICAL ANALYSIS OF BEHAVIOURAL FACTORS DRIVING INDIANS CONSUMPTION OF GOLD

This research aims to study the behavioural factors which drive Indians' consumption and demand for gold by analysing how an individual's behaviour and decision is a result of his interaction with his immediate culture and social environment and how these factors affect their thinking consciously and subconsciously, thereby leading them to invest in a certain option and in a certain manner. This paper explains the psychological aspects working behind their decisionmaking process when it comes to investing