INTELLIGENT DECISION MODELING FOR GOLD INVESTMENT: A BEHAVIORAL STUDY OF INDIAN INVESTORS
DOI: https://doi.org/10.65725/JCISE/2/1/020
JOURNAL OF COMPUTATIONAL INTELLIGENCE SCIENCE AND ENGINEERING (JCISE)
ISSN: 3107-8168
Volume 2 Issue 1, Jan-Mar 2026

Abstract:
Gold has traditionally been one of the most preferred investment avenues in India due to its financial security, cultural significance, and liquidity. However, with the emergence of modern gold investment options such as digital gold, gold ETFs, and sovereign gold bonds, investor behaviour has undergone significant changes. The present study aims to examine the behavioural factors influencing gold investment decisions among individual investors in South Tamil Nadu.

The study is based on primary data collected from 100 respondents using a structured questionnaire. The research adopts a descriptive and analytical design, and statistical tools such as descriptive statistics, Pearson correlation, and regression analysis were used for data analysis. The findings reveal that awareness does not have a significant relationship with investor preference towards gold investment. However, behavioural factors such as emotional attachment, herd behaviour, and risk perception significantly influence investment decisions.

The study concludes that gold investment decisions are largely driven by psychological and cultural factors rather than awareness alone. These findings highlight the importance of behavioural finance in understanding investment patterns and suggest the need for improving financial literacy and promoting rational investment behaviour.

Authors: B.Sivakami, Dr.J.Duraichamy
Keywords: Gold Investment, Behavioral Finance, Investor Behavior, Risk Perception, Herd Behavior, Financial Decision-Making, South Tamil Nadu.