Why would a car take 10 seconds to start and cough when it is cold?

the spark plugs may be bad/or failing, and the engine is warm enough to sustain (SP?) itself and let it run at a ideal temprature..(mostly oil temp) affects running effectiveness == ANSWER== wish my vehicle only took 10 seconds to start, and there is nuthing wrong with my vehicle. but all vehicle take a little longer to start when cold. the "cough" is usually caused by the choke not working quite correctly modern cars are made to start without touching the gas pedal older cars you had to use gas pedal to engage automatic choke so if newer car cough is caused by excess gas in chamber keep foot off gas pedal hard habit to break i know,