INVESTMENT IN GOLD: PERCEPTION AND ATTITUDE OF EMPLOYED WOMEN IN INDIA


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Executive Summary:

The main purpose or objective of study is focused on perceptional and behavioral issues that influence the decision-making process for investment in gold by the employed women. With the increase in role of women in the economic activities and by nature, woman being identified as a better saver than man, the decision-making process by woman for investment purposes gains importance.

The various demographic features such as age, qualification, marital status and their income level had been taken into due consideration on the basis of which the purchasing power and capability of employed Indian women is being judged regarding gold.


RESEARCH OBJECTIVE:

The main purpose or objective of study is focused on perceptional and behavioural issues that influence the decision-making process for investment in gold by the employed women.
The Research is conducted to know the relationship between Investment in gold with perception and attitude of women.

RESEARCH METHODOLOGY:


• Unit of Analysis
The unit of analysis includes:
Women working in different companies (Professionals and Executives) and
Business women and women entrepreneurs.
• Research Approach
The research approach adopted in this research is --- Qualitative approach. It is concerned with subjective assessment of attitudes, opinions, and behavior of the employed women.
• Sample Size
The smaple size for the study comprises of the group of working women from different research locations totaling 200 samples.
• Research Instrument
A structured questionnaire has been used as a instrument for collecting the primary data.
We have used personal interview method to collect the primary data. The target respondents were briefed about the research and mode of filling up the questionnaire.
• Survey Area
We have used the survey method to collect the primary data from the various parts of Delhi viz., North campus, malviya nagar, south ex, Pushp Vihar, .
Primary data were mainly collected from workplaces of different companies (Professionals and Executives), Government offices and small and medium business establishments and local jewelry shops.



INTRODUCTION:
Women constitute nearly half the world's population. Their contribution as the world's work-force is about 55% including their unpaid economic activities. Hence there is every reason that women should play an equal role in economic decision-making. If man is considered the roof of a family, woman is its four walls Besides her traditional role as a child-bearer, for millions of years the woman is the preserver of home, custodian of children and a saver for hard days for her family. The 1994 world survey on the role of women in development reported that the ratio of women to men in economically active population has almost doubled over the last 20 years. With the increase in role of women in the economic activities and by nature, woman being identified as a better saver than man, the decision-making process by woman for investment purposes gains importance.
Excess of income over expenditure by any economic unit is called saving. Saving is done by abstaining from present consumption for future use. When savings or the excess fund is employed with an aim of achieving additional income or growth in value, it is called investment. As a matter of fact, savings lose in value due to inflation or rise in price leading to depreciation of the savings.
An investment can be defined as the commitment of funds to one or more assets that will be held over some future time period. By foregoing consumption today and investing the savings, investors expect to enhance their future consumption possibilities by increasing their wealth.

In case of the behaviour of individual investor, more specifically when the investor is an Indian woman, there is every possibility that her decision regarding investment can be influenced by the decisions of her family members. The parameters for investment decision, degree of risk perception etc., are likely to be different for a woman investor. The survey of literature points out to a gap in the research works related to women investors. Studies made also do not find much reference to the behaviour of women investors. The present study is an attempt to fill this gap.




REVIEW OF LITERATURE:

To explore the reasons behind the perception and attitude of women with respect to investment in gold.
The above-mentioned objectives can be achieved by carrying a proper and planned research involving different types and methods. The data collected laid the foundations for the study and gave a platform for the analysis and findings which lead to the fulfillment of the objectives.
The data collected for research is primary. Primary data is collected by observation, interviews and questionnaires. Observation method was carried in DELHI to know the perception and attitude of employed women regarding investment in gold. Interviews of people from the sales department were conducted to know the sales of gold coins jewelry, while questionnaire method was used to know about the women perception of buying gold as investment purpose.
The data collection and analysis paves way for the recommendation and conclusion of the study that reveals some important findings of women buying behavior of gold.