Gold is an important asset for investment in all households as it has cultural impact on purchase decisions. Indian consumers give a huge scope to analyze factors affecting its purchase decision. The main purpose is to study insights about buying behavior pattern and its effect by cultural, social, brand awareness and economic factors. The primary data was collected from Mumbai to understand consumer decision process by assessing the demographics of the consumer, behavioral variables and psychographics to understand consumer behavior. The value of gold has risen to greater heights beating national, political and cultural borders to be labeled as one of the ideal investments.