WOMEN'S BUYING ATTITUDE TOWARDS INVEST IN E-GOLD

Abstract

The current situation working women are the rise of digital financial services has introduced new opportunities for investment, with e-gold emerging as a popular option. However, it’s adoption in rural India, exclusively among working women, it’s still under study. This study aims to investigate the purchasing attitude of working women in rural areas of kovai towards investing in E-gold. By examining factors such as socio-cultural norms, economic conditions, technology access and risk perception, this research provides insights into the motivations and barriers rural women face when considering e-gold investment. While traditions gold investments have cultural significance in rural communities, awareness and acceptance of digital alternatives is increasing, especially among financially independent women, the study found. However, challenges such as limited digital literacy, security concerns and preference for tangible assets continue to affect investment decisions. The research highlights the role of education, technology infrastructure and financial institutions in buildings trust and confidence in e-gold. Improve the diffusion of e-gold with recommendations for policy makers and financial service providers. The paper concludes with encouraging its adoption among rural working women and ultimately providing them with secure and flexible investment opportunities.