Abstract
Gold has been a major investment avenue among investors. Investor behaviour varies on the basis of their needs, benefits return expectations etc towards various investment avenues. Every investment avenue has different pros and cons. Gold has some special benefits as an investment option. It is quite popular traditionally as well as for financial security purposes. In Indian context people used to buy gold in form of jewellery on festivals, marriages etc. Earlier jewellery was considered as the most common form of gold investment but now a days more options are available in the form of Gold investment like Gold Bars, Gold ETFs, SGBs etc. This paper is an attempt to explore various factors which influence the investor behaviour towards Gold investment by factor analysis.
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