author(s)
Dr. Camila Rojas, Felipe Santos and Dr. Mariana Torres

abstract
The cookie market exemplifies consumer behaviour trends, highlighting evolving preferences driven by taste, brand reputation, nutritional values, packaging, and socio-demographic factors. This study employed a mixed-methods approach, including quantitative surveys with 500 participants and qualitative interviews with 50 individuals. Findings revealed taste as the most significant factor influencing purchasing decisions, followed by brand reputation, price, and packaging considerations. Health-oriented consumers increasingly favoured options with reduced sugar, gluten-free, or high-protein content. Thematic analysis from interviews underscored the impact of advertising, ethical sourcing, and sustainability practices. This comprehensive analysis provides insights into market dynamics, guiding product development and marketing strategies to meet consumer demands.