A STUDY ON THE FACTORS DETERMINING YOUNG INVESTORS' CHOICE OF DIGITAL GOLD OVER PHYSICAL GOLD

Gold has traditionally been one of the most preferred investment options among Indian households due to its cultural significance, safety, and tangible value. However, with the rise of fintech platforms, digital gold has emerged as an alternative investment avenue, particularly among young investors. This study aims to examine the factors influencing young investors’ preference for digital gold over physical gold and to analyze the relationship between demographic variables and investment choices. A structured questionnaire was administered to 100 young investors in Palakkad District, and data were analyzed using percentage analysis, chi-square test, and Friedman ranking test. The findings reveal that convenience, liquidity, and security are the main factors driving the preference for digital gold, while tangibility and cultural value remain important for physical gold. Demographic factors such as gender, age, and education were not significant, whereas annual income and investment experience significantly influenced investment choices. The study highlights the growing role of fintech in shaping investment behavior and provides insights for financial institutions and policymakers to promote informed investment decisions among young investors.