"I Could Have Sold Higher": Survey Reveals 90% of Gold Asset Sellers Feel Regret Amid High Market Prices

Kochira Co., Ltd. (formerly Super Gold, headquartered in Funabashi, Chiba), operator of "Kinkaikaitori Honpo," conducted a comprehensive survey on the satisfaction and regrets of individuals aged 20–70 who sold gold coins or precious metals within the past three years. This research clarifies the evolving consumer sentiment toward physical gold assets in a volatile market.

### Research Summary

- **Prevalence of Regret**: Approximately 90% of respondents felt they "might have sold for a higher price" post-transaction. - **Reasons for Regret**: The top reasons cited were: 1. Gold prices rose further after the sale (60.1%), 2. The timing of the sale was too early (40.0%), and 3. Failure to compare quotes from other dealers (30.2%). - **Comparison Behavior**: Roughly 70% of sellers compared appraisal values across multiple companies before finalizing a sale. - **Transparency**: About 70% of sellers reported having a sufficient or moderate understanding of how their appraisal value was calculated. - **Selection Criteria**: The top factors for choosing a dealer were: 1. Store reliability (63.5%), 2. High appraisal value (54.4%), and 3. Location/Proximity (37.7%). - **Overall Satisfaction**: Despite specific regrets regarding timing, approximately 60% of respondents were satisfied with the overall selling experience.

### Survey Details

- **Period**: April 2 to May 26, 2026 - **Sample**: 300 men and women aged 20–70 with recent gold selling experience. - **Method**: Internet survey via Freeasy and the Kinkaikaitori Honpo website.

### Psychological Impact of Market Volatility The study highlights that timing significantly impacts seller satisfaction. Since gold prices have fluctuated at historic highs due to global economic uncertainty, many sellers experience a sense of loss seeing prices rise shortly after their transaction. Interestingly, the data shows that "Store Reliability" is now valued more than the "Appraisal Amount," indicating a shift toward trust-based transactions. Kochira Co., Ltd. aims to move beyond simple liquidation services, positioning itself as an "asset management partner" that assists with long-term planning and asset inheritance.