Socioeconomic Factors Shaping Gold Investment Behaviour Among Urban Homemakers

Gold has long occupied a prominent position in household investment portfolios in India due to its dual role as a financial asset and a culturally significant commodity. Among urban homemakers, investment decisions related to gold are influenced by a combination of socioeconomic conditions, financial awareness, risk perception, and traditional values. This study investigates the socioeconomic factors shaping gold investment behaviour among urban homemakers, with particular emphasis on income, education, occupation of the earning member, household savings, family size, financial literacy, and investment objectives. A descriptive and quantitative research design was adopted using a structured questionnaire administered to urban homemakers through convenience sampling. The collected data were analysed using descriptive statistics, correlation analysis, and multiple regression techniques to examine the relationships between socioeconomic variables and gold investment behaviour. The findings indicate that household income, educational attainment, financial literacy, and monthly savings exert a significant positive influence on gold investment decisions, while cultural traditions and perceived financial security continue to play a complementary role. Respondents primarily viewed gold as a safe-haven asset that provides protection against inflation, economic uncertainty, and unforeseen financial emergencies. Although awareness of modern investment avenues such as Gold Exchange-Traded Funds (ETFs) and digital gold is gradually increasing, physical gold jewellery remains the preferred investment choice. The study contributes to the literature on household finance by highlighting the evolving investment behaviour of urban homemakers and provides valuable insights for policymakers, financial institutions, and gold investment providers seeking to promote informed investment decisions and improve women's financial inclusion.