Mazda 323 start up problem from cold?

my mazda 323 (97p) 1.8 executive is a pain to start from cold. you have to feather the accelerator to make it kick in & then it can take up to 15 turns of the engine to start up. i've been told that its a problem with my automatic choke but i'm not so sure. When it's warm it starts up on the first turn of the key. Its as though it has no fuel to ignite when you initially start it up from cold. I've changed the plugs, leads dizzy, air filter, etc.... nothing has worked. anyone got any ideas?