The purpose behind the development of this research article is to assess the difference in consumers’ perception for sales promotion’s hedonic and utilitarian benefits in rural and urban areas. To achieve the objective of this research a comparative study is conducted based on the data collected from the rural and urban areas of central India. Research utilized the variance-based structure equation modelling and multi-group analysis techniques to assess the difference. The findings suggest that urban consumers give more importance to sales promotion’s hedonic benefits while rural consumers are more attracted by sales promotion’s utilitarian benefits. The findings of this research provide important insight for development of an effective sales promotion plan considering the difference in consumers’ psychology between rural and urban consumers. The significance of this study lies in developing insight regarding the different impacts of sales promotion’s hedonic and utilitarian benefits on rural and urban consumers’ perception.