Published Paper Details:

Abstract Behavioral finance, a branch of finance that explores the influence of psychological factors on financial decision making, reveals a significant limitation in traditional finance models. Behavioral finance uses both psychology and finances to explain the rationale behind an investor behavior towards investment decision and also explains the market anomalies. India's favorable demographic patterns, such as its rising affluent middle class and aging population, should ensure robust utilization increase. Beside with these factors, factors such as treating gold as a major investment choice, the use of gold ornaments by the male and younger population, the widespread availability of credit facilities, and the increasing trend of industrial demand all contributed to the increase in gold demand. Consumer spending patterns in India vary significantly from those in the Western world and previous generations of Indians. Consumer preferences, shopping designs, preferred styles of stores and retail scenes, attire and style, and ways of investing their recreation and leisure time are all covered. However, there are particular differences in Indian utilization designs due to fast monetary turn of events. Therefore, the paper largely focuses on the investors behavioral aspects towards the gold investment in the select region and the methodology of the study is purely based on the primary data by conducting survey to identify customers' behavioral aspects on gold investment in the select region.