• ARCHANA YADAV
• DR PREETI GARG

Gold is a metal that fascinates many people. Gold is a liquid asset that can be easily traded and converted in to cash. Among Hindus, Gold is considered an icon of Goddess Lakshmi of wealth and prosperity. That’s why people keep buying when prices go up so far. Customer behavior affects companies’s profit. This research attempts to determine the factors that influence customers to purchase gold jewelry in general and to know the consumer perception towards jewelry in the study area in particular. Gold is considered a safe investment in any financial crisis because it is easy liquidity. In this study, we sought to find factors that influence customers buy Gold Jewelery.

Consumer, Women Buying Behavior, Gold Jewelry, Working Women.

"A Study on the Factors Affecting Purchase Behavior of Working Women on Gold Jewelry with Special Reference Mathura District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.f490-f502, April-2024, Available :http://www.jetir.org/papers/JETIR2404552.pdf

"A Study on the Factors Affecting Purchase Behavior of Working Women on Gold Jewelry with Special Reference Mathura District", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppf490-f502, April-2024, Available at : http://www.jetir.org/papers/JETIR2404552.pdf