Introduction: This report outlines and analyzes the consumer decision making process experienced when purchasing biscuits in relation to primary market research completed targeting a particular demographic of the prospective market. The purpose of market research is to ensure that a company's focus is on producing a product that meets the needs and wants of consumers, therefore it is essential to identify a potential target market and create a product that is capable of having success in all phases of development. the consumer decision cycle (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146). The report will explore the effects within the biscuit industry of various external factors affecting their products. Political and legal regulations, socio-cultural trends, economic changes and the natural environment all impact consumer decision-making and, consequently, the necessary actions of businesses. Furthermore, there are various demographic, geographic, behavioral, and psychographic traits and trends of the target market that are inextricably linked to the circumstances within a market and are analyzed (Armstrong, Adam, Denize, Kotler, 2010, pp. 74-146 ). In order to evaluate the characteristics of a potential target market and the various trends and influences of the biscuit industry, an interview with a member of one of the potential target markets will be analyzed to identify problems encountered within the market, the motivations behind purchasing biscuits and the general wants and needs of this target market. This report focuses on primary research in the form of an interview that aims to uncover the specific issues and decisions made by individuals at each stage of the consumer decision-making process. The interview focuses on current trends within… middle of paper… consumer group. By assessing the needs and wants of an important consumer group, Generation X, the cookie company would be able to further their research and more specifically identify the niche they need to fill. Because of Gen a successful cookie satisfying their needs. Reference List: Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest Eric H. Shaw, 2012, "Marketing Strategy: From the Origin of concept to the development of a conceptual framework", Journal of Historical Research in Marketing, vol. 4, no. 1, pp. 30-55