This paper attempts to trace the various factors which influence the decision to seek loan for durable goods. The sample size chosen for the study comprises 100 respondents who were at the Ranchi market during a festive season. From an overall 16 variables that affected the consumer durable loan market, the study zeroed in on six significant factors by conducting a principal component analysis. These factors were evaluated and inferred for their interrelationships. The study would facilitate segmentation and decision making for the consumer durable loan market, thereby giving the financiers the right orientation for product development. But the results need to be extrapolated with care as geographical differences could arise in generalizing the findings.