Volume 2 - Issue 1, January - February 2026

Gold is a common investment option and a traditional asset that contributes significantly to Indian economical living. Gold prices have fluctuated more frequently throughout time because of shifting worldwide profitable conditions, interest rates, and request queries. These continuous fluctuations in gold prices have a direct effect on consumer perception, coping mechanisms, and investment decisions. The current study aims to investigate how visitors perceive shifts in the price of gold and how these shifts affect their thoughts about what to buy. The study also seeks to understand the psychological effects of price volatility on visitors and identify the key factors influencing gold prices in a dynamic request environment. A structured questionnaire was distributed to a selected sample of respondents in order to collect the study's primary data. The study focuses on customer's knowledge of changes in the price of gold, how they make purchases when prices are rising or dropping, and the psychological effects of price volatility. The results show that changes in the price of gold have a significant impact on how consumers perceive and make purchases. According to the study's findings, the majority of customers keep a careful eye on gold prices before making investments or purchases. The findings help marketers, investors, and jewellers better understand how customers behave in a volatile gold market. .

Dr.Poornima B, Ms.Roshini S,"A Study on Consumer’s Perception Towards Gold Price Fluctuations" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1281-1287) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.