Study on preference of post and pre-liberalisation generation women towards forms of physical gold

Gold as a commodity occupies a space in the heart of India. It has been a highly demanded commodity and offers several benefits. Broadly the benefits can be classified into utilitarian, hedonic and symbolic values. The present study is an attempt to identify the preference of female customers towards three forms of physical gold, Viz. Gold coins, Gold Jewellery and Gold Bullions. The two objectives of the study are to identify the difference in preference of customers towards all three forms of gold, the second objective of the study is to identify the difference in preferences towards physical gold between women belonging to pre and post-liberalisation generation. A descriptive design was used for the study. The respondents included generational dyads from pre and post liberalisation generation in India. The study brought out that there is a pattern in preference towards forms of gold, Gold Jewellery is the most preferred form, followed by gold coins and gold Bullions. The second objective of the study was to identify difference in perception between the two generations under the study. The study couldn’t prove any difference in preference between the two generations.