The objective of this research endeavor is to investigate the disparities based on gender concerning investor cognizance of gold financial instruments within the context of Bengaluru, while also assessing the mediatory function of satisfaction in the correlation between mental accounting and purchasing attitudes. This scholarly inquiry aspires to yield valuable insights into consumer behavior and the mechanisms underpinning investment decision-making processes. A structured questionnaire was used to carry out the survey. Data were gathered using both offline and online methods. Data were gathered online using Google Forms. Participants were chosen using convenience sampling methods. A total of 200 responses from Gold Investors in Bengaluru urban and rural regions were used for data analysis. The research uncovers notable differences between genders regarding their awareness of gold investment options, where men exhibit greater financial literacy while women place a higher value on security. Moreover, satisfaction serves as a mediator in the connection between mental accounting and purchasing attitudes, suggesting that favorable emotional experiences bolster consumer confidence and affect investment choices for both genders.