Contrarian Investment on Paper Gold in Digital Economy Platform - A Behavioral Study on Indian Market amidst COVID-19 Pandemic.

Contrarian investment behavior on paper or Demat gold by private investors, India as a country cherishes the status of holding a large number of private investors in gold. Gold as a common term usually takes to the picture of multiple shaped ornaments made up of shiny yellow metal carrying huge value in society since ages to explore the search bit wider gives the option of Gold available in paper or Demat format. The concept of paper gold which has value without physical existence is quite a new concept to the current existing trend. The study focuses on such contrarian investment and their behavioral science on financial investment in the Indian Market amidst COVID-19 Pandemic. The objective of the study is to identify independent factors influence on contrarian investment on paper gold and investor's psychological behavior on decision making when rejecting the current trends over new instrument or investment pattern. This paper also identifies the role of gender in gold investment pattern and knowledge on gold being private investors who care higher rate of risk. The study has been conducted with the sample of 110 individuals through structured questionnaire and with the help of statistical tools "two way anova and correlation" has been carried. The study concluded how the contrarian investment was not based on the age of a private investor but qualification makes much difference on their behaviorin the Indian Market amidst COVID-19 Pandemic and the same type of influence on gender over preference of gold is limited. [ABSTRACT FROM AUTHOR]