INTRODUCTION:

Women play a crucial role in families and society, and the status of Indian women has changed significantly in recent decades. Nowadays, women are financially independent and are aware of turning their savings into investments, with gold holding a special place in their portfolios. Gold, being a valuable asset, has traditionally been used by Indian housewives as a form of saving. Women invest in gold not only for its beauty but also as a way to save for future generations, considering it a secure and fixed asset.

Gold can be seen as a hedge against inflation, a reservoir for future use, or a substitute for currency. In recent years, gold investment has gained importance due to rising prices caused by inflation, often driven more by speculation than long-term goals for quick profits. There are various forms of gold investment, such as jewellery, coins, bars, E-Gold, Gold Bonds, Gold Exchange Traded Funds, Gold Mutual Funds, and Futures & Options. This study aims to explore women investors' preferences, awareness, and satisfaction levels regarding gold investments.

STATEMENT OF PROBLEM:

In the realm of investment choices for women, gold holds significance. While there are various ways to invest in gold, many women prefer investing in gold ornaments. However, there is a limited awareness among women investors about factors like gold price fluctuations, the impact of GST on gold prices, and the additional costs like wastage and making charges. Most women investors are not well-informed about alternative forms of gold investment such as e-gold and paper gold. The satisfaction levels of women investors vary individually. This study aims to analyse the working women perception towards gold investment

OBJECTIVE OF THE STUDY:

To measure the awareness level of women investors about the gold investment avenues.

To examine the level of satisfaction of women investors towards various gold investment avenues.

METHODOLOGY:

The proposed area of study is Pollachi Taluk of Coimbatore District, Tamil Nadu. The proposed study will be conducted in this Taluk, relying on the primary and secondary sources. A total of 300 investors will be taken for the study using convenient sampling technique. In order to collect information structured questionnaire will be framed. Secondary data will be collected from journals, magazines, newspaper, books and websites. Later, data collected form primary and secondary sources will be carefully scrutinized and transcribed before the commencement of data tabulation and interpreted through statistical tools. Collected data will be analyzed using the statistical tools like Simple percentage analysis weighted average ranking method and chi-square test.

REVIEW OF LITERATURE:

Selvaraj, Ramesh and Kamali (2024), they conducted an in-depth analysis of investors' perceptions towards gold as an investment. The study involved gathering data through surveys and examining existing literature on the subject. Throughout the research, it became evident that gold holds a unique place in the investment landscape, attracting both individual and institutional investors. Its traditional role as a store of value and its tangible nature have contributed to its enduring appeal across different cultures and regions. One of the key findings was that during periods of economic uncertainty, gold tends to gain Favor as investors seek safe-haven assets to protect their wealth.

Shiva Shankari A (2023) in their study entitled and Creating Awareness on Investment in Digital Gold states that how various classes of people are encouraged to save and spend their small savings. As people are hesitant to visit jewellery stores and gold dealers, being able to procure gold online has become a perfect solution for many investors.

Anupam Rana (2022) The study delves into consumer perceptions and behaviors within India's gold and diamond jewellery market, renowned for its intricate craftsmanship in styles such as Kundan, Jadau, Meenakari, Lacquer, and Filigree. The research methodology involves a comprehensive analysis of secondary data sources, including articles from reputable journals, marketing books, trend forecast magazines, and e-resources. The findings suggest that consumer preferences are continually evolving due to factors like needs, desires, technological advancements, and fashion trends. The study recommends that jewelers enhance aspects such as quality, design, wastage, making charges, and customer service to better cater to these shifting preferences.

Mythili (2018), stated that Investment, crucial for capital formation, plays a pivotal role in fostering economic development in developing nations like India. It relies on savings from the household, corporate, and government sectors. Among these, the household sector, particularly with the increasing participation of educated women in the workforce over the last two decades, emerges as the surplus sector financing deficits in others.

Gisha Thomas (2017), Understanding why consumers prefer purchasing jewellery despite the availability of alternative investments is valuable information. Merchants need to be aware of changing customer preferences. Given gold's popularity for various occasions, there appears to be significant potential in this business. The diversity of jewellery styles across cultures and religions makes the study of this field extensive. Kerala has experienced a substantial increase in the gold jewellery market, with the number of shops doubling in the past decade. The study also investigates the impact of advertisements by gold jewellery shops in various media on customers' purchasing decisions, aiming to guide customers towards reputable establishments during their gold jewellery purchases.

Ashok Kumar (2014), The investment aspirations of the salaried middle class signify a commitment to securing regular financial inflows with a forward-looking perspective for various reasons. This paper strives to delineate the interplay between dominant societal and demographic factors among the salaried middle class, impacting investment criteria such as awareness, attitude, and returns.

ANALYSIS AND INTERPRETATION:

Demographic Profile of the Respondents:

Basic	Valid	Frequency	Percent
Age	Below 25	37	31.6
	26-35	43	36.8
	36-45	28	23.9
	46-55	7	6.0
	Above 56	2	1.7
	Total	117	100.0
Marital Status	Married
	Unmarried
	Total	117	100.0
Educational Qualification	High school	8	6.8
	Diploma	6	5.1
	Bachelor’s degree	63	53.8
	Master’s degree	34	29.1
	Doctorate	6	5.1
	Total	117	100.0
Occupational status	Private	60	51.3
	Government	19	16.2
	Self-employed	38	32.5
	Total	117	100.0
Annual family income	Below 25,000	27	23.1
	26,000 – 50,000	46	39.3
	51,000 – 75,000	28	23.9
	76,000 – 1,00,000	8	6.8
	Above 1,00,001	8	6.8
	Total	117	100.0
Annual family expenditure	Below 25,000	27	23.1
	26,000 – 50,000	46	39.3
	51,000 – 75,000	28	23.9
	76,000 – 1,00,000	8	6.8
	Above 1,00,001	8	6.8
	Total	117	100.0

The majority of respondents (69.2%) are aged between 26 and 45 years, indicating a relatively young to middle-aged demographic. Those below 25 and above 55 years represent a smaller proportion of the respondents, at 31.6% and 1.7% respectively.

The majority of respondents (51.3%) are employed in the private sector, followed by self-employed individuals comprising 32.5% of the sample. Government employees represent a smaller proportion at 16.2%, indicating a diverse distribution across different occupational sectors among the respondents.

The majority of respondents (83.4%) hold at least a bachelor's degree, with 53.8% having completed a bachelor's degree and 29.1% holding a master's degree. A smaller proportion have attained higher education levels, with 5.1% having completed a doctorate, indicating a predominantly educated sample.

The majority of respondents (62.4%) have a monthly income ranging from 26,000 to 75,000, with 39.3% falling within the 26,000 - 50,000 range and 23.9% within the 51,000 - 75,000 range. A smaller proportion have lower incomes below 25,000 (23.1%) or higher incomes above 1,00,001 (13.6%).

Awareness Level of Women Investors Towards Gold Investment Avenues: Chi-Square Test

Independent variable	Degrees of freedom	Calculated value	Table value	Result
Age	2	2.23	5.99	Insignificant
Marital status	1	2.66	3.84	Insignificant
Educational qualification	3	6.14	7.82	Insignificant
Occupational status	3	6.23	7.82	Insignificant
Annual family income	3	5.41	7.82	Insignificant
Annual family expenditure	3	1.28	7.82	Insignificant

The above table reveals that the calculated value of all independent variables is less than the Table value. Hence, the null hypothesis is accepted and it can be concluded that there is no significant association between the independent variables such as age, marital status, educational qualification, occupational status, annual family income, annual family expense and the awareness level of women gold investors.

SATISFACTION LEVEL OF WOMEN INVESTORS TOWARDS GOLD INVESTMENT AVENUES: CHI-SQUARE TEST

Independent variable	Degrees of freedom	Calculated value	Table value	Result
Age	2	0.33	5.99	Insignificant
Marital status	1	2.15	3.84	Insignificant
Educational qualification	3	2.49	7.82	Insignificant
Occupational status	3	11.4	7.82	Significant
Annual family income	3	3.59	7.82	Insignificant
Annual family expenditure	3	0.46	7.82	Insignificant

Table reveals that the calculated value of all independent variables such as age, marital status, educational qualification, annual family income and annual family expense are less than the Table value. Hence, the null hypothesis is accepted and it can be concluded that there is no significant association between the independent variables such as age, marital status, educational qualification, annual family income, annual family expense and the satisfaction level of women gold investors. Also, the Table shows that the calculated value of independent variable occupational status (11.4) is more than the table value (7.82). Hence, null hypothesis is rejected and it can be concluded that there is significant association between occupational status and satisfaction level.

CONCLUSION:

In summary, this study sheds light on the complex factors that influence the perspectives of working women in Pollachi taluk regarding gold investment. It emphasizes the deep-rooted cultural significance of gold, not solely as a financial asset but also as a symbol of security and tradition, which greatly impacts women's investment choices. However, despite this cultural attachment, the research exposes a significant lack of financial literacy and investment awareness among the participants, indicating a clear need for customized financial education programs. Furthermore, challenges such as affordability constraints, perceived risks, and limited access to formal financial services act as substantial barriers hindering women's active participation in gold investment. Addressing these obstacles requires collaborative efforts from various stakeholders, including financial institutions, policymakers, and community organizations, to promote financial inclusion and empower women to make well-informed investment decisions. This concerted approach aims to cultivate a more inclusive and resilient financial landscape that caters to the diverse needs of working women in Pollachi taluk.

ACKNOWLEDGEMENT:

This research paper is published through the seed money grant provided by Nallamuthu Gounder Mahalingam College, Pollachi.

REFERENCES:

1. Rana, A., Chauhan, H., Bhatia, M. Perception and Behaviour of Consumers in Indian Gold and Diamond Jewellery Market: A Review. Rabindra Bharati Journal of Philosophy. 2022; 23(12): 101-110.

2. Selvaraj, R., Ramesh, K., Kamali, S. Investors Perception Towards Gold as an Investment. International Journal of Advanced Research in Science, Communication and Technology. 2024; 9: 1-10.

3. Shiva Shankari A. Study and Creating Awareness on Investment in Digital Gold. International Journal of Research and Analytical Reviews (IJRAR). 2023; 10(2): 42- 49

Received on 18.03.2025 Revised on 05.04.2025

Accepted on 22.04.2025 Published on 02.06.2025

Available online from June 05, 2025

Res. J. of Humanities and Social Sciences. 2025;16(2):105-108.

DOI: 10.52711/2321-5828.2025.00017

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.