Gold has traditionally been an integral part of Indian culture, symbolizing wealth, heritage, and financial security. In recent years, significant fluctuations in prices have shaped consumer preferences for gold jewelry and ornaments. These fluctuations affect not only buying habits but also consumer choices and transaction timing. Understanding this behavior 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 through a questionnaire from consumers. The study included 150 respondents selected from the Kanyakumari district using the simple random sampling method.