In recent years, sales promotions have gained reputation more of a strategic weapon in the armory of marketers than a mere promotional tool. The growing desire among consumer groups for increased value in the products they buy is addressed with various sales promotion offers. In Consumer durable industry, the promotions are mainly revolving around the occasion based promotional strategies during festivals. Almost every retail shop and manufactures in consumer durable segment is offering different types of sales promotional schemes to attract customers during festival seasons. Although each type of consumer-oriented sales promotion has particular benefits and effects on consumer behavior, there is no empirical evidence on how customer groups respond to different sales promotions during festivals. Generalizations about the shopping tendencies and preferences of different age, ethnic and lifestyle groups can be found in the popular press and in marketing text books, with broad strategy implications for effective market segmentation, but without specific segmentation guidelines in the use of particular sales promotions with particular target segments. In this paper, an attempt has been made to investigate the varying reactions and attitudes of different demographic segments to the various sales promotion techniques being used increasingly by marketers during festival seasons. The study also reveals that the sales promotion schemes have a positive influence among the customers and most of the customers would wait till festivals for the purchase of a consumer durable product. The study reveals more light on the questions so as to gain a better understanding of the phenomenon of consumer decision making during festival season on consumer durable segment.