Sukumaran, L.Majhi, R.2026-02-042024British Food Journal, 2024, 126, 6, pp. 2381-23970007070Xhttps://doi.org/10.1108/BFJ-10-2023-0869https://idr.nitk.ac.in/handle/123456789/21134Purpose: This study aims to explore and understand the challenges and opportunities presented by the rising demand for organic products in the context of toddy consumption and marketing. Design/methodology/approach: This research examines consumer behaviour and decision-making patterns using decision tree analysis. A survey questionnaire based on established theories was distributed to individuals above the legal drinking age of 23 in Kerala, India, using purposive and random sampling. Findings: The study found that people's fondness for toddy shop food plays a crucial role in their food choices. When the fondness is low, subjective norms can override personal preferences. But when the fondness is high, individual perceptions take precedence. Originality/value: Using machine learning techniques, we created a compass to guide marketing strategies and cultural preservation efforts in toddy shops by considering the complex factors that influence consumer decisions. © 2024, Emerald Publishing Limited.articleconsumerconsumer attitudecultural anthropologydecision makingdecision treehumanhuman experimentKeralamachine learningmarketingquestionnairerole playing