Gold has traditionally been an integral part of Indian culture, symbolising wealth, heritage, and financial security. In recent years, significant fluctuations in prices have shaped consumer preferences for gold jewellery and ornaments. These fluctuations affect not only buying habits but also consumer choices and transaction timing. Understanding this behaviour is vital for merchants, consumers, and regulators to respond to market shifts. This study investigates how consumers in the Kanyakumari district react to fluctuations in gold prices and the factors that influence their purchasing decisions. Primary and secondary data were used. The primary data was collected via a questionnaire from consumers. The study included 150 respondents selected from Kanyakumari district using the simple random sampling method.