Abstract:
Golden era is seldom illustrated for an epitomized growth of anything for a tenure and India
having been topped the list in the consumption of gold, cannot be proved to be safer for the
economic turmoil is ahead with current account deficit. Gold is a symbol for the fortune and
treated as a cultural trait especially by Indian families coated with traditional thinking where
the usages and purchases are escalating year by year. The innumerable efforts of the
Government in the way of schemes and reforms have not been considerably successful and
as a result, the large quantity of imports indicates economic disorder. Though many parties
and players from different communities including the Government are responsible, the root
level research on the family decision making of gold purchases for different purposes such as
for ornaments, appreciation, investment, security and status would serve understanding the
decision criteria of the need, resource utilization, place of buying and reality. The study as
recommended with proper rationale, devoted an exploratory research with probability
sampling of stratified random in the selected metro, urban, semi-urban and rural places of
Northern coastal districts of Andhra Pradesh covering 200 respondents. This paper concludes
with certain recommendations how the promotions of the government schemes would be
materialized on the basis of family decision making choices influencing the purchases of the
gold with an assessment of different purposes.
