This study focuses on the process of business decision making and its significance in achieving common goals and objectives. It explores the primary and secondary data collection and analysis in the context of Aldi, a discount supermarket chain. The study reveals insights about customer awareness, demographics, purchasing behavior, and preferences, as well as the impact of discount rates, luxury goods, and online platforms on sales and profitability. It also highlights the effectiveness of social media marketing and loyalty programs in attracting customers to the supermarket.