Toddy trends and the organic conundrum: a closer look at consumer behaviour with decision tree

PurposeThis 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/approachThis 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.FindingsThe 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/valueUsing 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.