Consumerism And Changing Approaches To Gold Purchase Pattern

Gold, the dense, soft and shiny metal has been associated with man since time immemorial due to its high value, with gold standards being the most common basis for monetary policies until they were widely supplanted by fiat currency as in the past century. The uncertainty in the global economy in present times has dampened investment returns from different asset classes. The study analyzes the shift in consumer's purchase pattern of gold from an emotional asset to an economic asset, authorizing an investor(consumer) centric approach.