Abstract
This descriptive study explores investor behavior and perceptions regarding gold investment, examining factors that influence investment decisions and future outlook. Data collected from 80 respondents in Hissar, Haryana city, reveals a high level of awareness among younger individuals and females. While traditional forms of gold investment, particularly physical gold, remain popular, there is a growing interest in modern options like Gold ETFs and derivatives. Factors such as protection against inflation, historical performance, and the perception of gold as a safe investment play pivotal roles in investment choices. Most respondents believe in the continued value of gold as an investment, emphasizing its enduring appeal. However, the hypothesis of a positive correlation between perceiving gold as a safe-haven asset and belief in its future value was not supported
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