India is the largest customer of gold in the world, followed by China and Japan. Indian Gold Market looks poised to achieve greater heights given the fascination for gold in the country. India consumes about 800 MT of gold which accounts to about 20% consumption of gold globally. More than 50% of this is used for making gold jewellery.  In India, gold jewellery is a store of value, a symbol of wealth and status and a fundamental part of many rituals. In the last decade, 75 per cent of gold demand in India has taken the form of jewellery. More than two-thirds of that demand comes from the country‘s rural population, where a deep affinity for gold goes hand in hand with practical considerations of the portability and security of jewellery as an investment.This article is intended to study the buying intentions of the consumer on various aspects of Gold Purchase in the City of Coimbatore. 

KEYWORDS: Buying intention, Gold Jewellery Purchase, Customer Preference