EXECUTTVE SUMMARY Background Pets are ranked as the third largest animal industry in the United States. annually the dog and cat food industry gross sales of nearly $9 billion, which consists of canned dried, and semi-moist products, along with snacks and treats. Because two-thirds of ll adult dogs are overweight, there is a need for low-calorie, lo-fat, and lite products The pet industry has the potential to become very profitable if they can target the right market. Snoggles Dog Bakery is a company that will be niche marketing all natural dog baked biscuits in the Albuquerque area. Snoggles Dog Bakery' s mission is to bake and distribute fresh healthy dog biscuits by utilizing natural ingredients Snoggles plans to open a dog bakery in Albuquerque within the next two years. The purpose of this study is to learn more about the dog food industry in the Albuquerque area. This information will be used by Snoggles Dog Bakery to get an idea of what its target market is and to make decisions regarding how they want to focus future search projects Several key areas were identified when determining the boundaries of this study.The following were the specific research objectives: identifying the target market and characteristics that exist in the dog biscuit market, determining if the product has potential, discovering how much the consumer is willing to invest in their pet, and identifying methods of reward that consumers display to their pets An exploratory resecrch study was conducted in the Albuquerque area for Snoggles Dog Bakery which consisted of primary data gathering. Snoggles needed an inexpensive, convoniont, and officient way of collecting data about dog owners behaviors, interests, and preferences in Albuquerque. People who are pet owners purchase dog biscuits for other peoples pets in the Albuquerque area were eligible for participating in the research study. Respondents were selected by convenience sampling. Out of 200 surveys, only 141 were answered and collected for a% response rate. The surveys successfully answered used a statistical method for analyzing the results, which was obtained through the use of SPSS Statistical Analysis Computer Program. Throughout the use of this program mean, frequency and cross tabulation data was generated which reflects the results of the report Results Consumer Behavior The majority (68%)of the respondents give dog biscuits to"reward good behavior and 43% ranked"pampering"as the second most popular reason to give do biscuits. Fifty-four percent of the respondents between the ages of 19-29 garve biscuits to their dogs to pamper them. Income has no impact on the reasons respondents give biscuits"to their dog The majority (74%)of the respondents viewed"doy biscuits"us the number one treat The second most popular treat was" affection "with 60% followed by"dog toys, "(43%)