A Study on Brand Awareness of Y.G® Asafoetida in Kolathur Area, Chennai

This research explores the extent of brand awareness of Y.G® Asafoetida (commonly known as Perungayam) among households in the Kolathur region of North Chennai. A structured survey was conducted with 110 regular users of asafoetida. The study combined unaided and aided recall techniques together with Likert-scale items to evaluate awareness sources, consumer perceptions, buying patterns, and obstacles to adoption. Results indicate moderate aided recognition of Y.G® at 41.8%, while unaided recall stands at a low 9.1%, placing it behind leading competitors such as Aachi, LG, and TT Perungayam. Although the brand receives favourable ratings for quality, purity, aroma, and compatibility with South Indian dishes, it suffers from poor visibility, inconsistent availability in neighbourhood stores, and limited preference (only 10.9%). Word-of-mouth and in-store displays remain the dominant awareness channels, with digital media showing negligible impact. Statistical tests confirmed that age plays a notable role in awareness levels, traditional communication channels outperform digital ones, and perceived quality exhibits a strong positive link with purchase intention. Primary barriers include loyalty to established brands and insufficient exposure. Participants recommended better local stock availability, intensified promotional activities, and targeted marketing drives. Overall, Y.G® possesses a strong heritage and quality base but requires focused efforts in distribution, visibility, and area-specific promotion to gain stronger footing in growing suburban markets such as Kolathur.