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Lfififififi‘!
Michigan State

1 3&1in

 

 

 

PLACE IN RETURN Box to remove this checkout from your record.
TO AVOID FINES return on or before date due.
MAY BE RECALLED with earlier due date if requested.

 

DATE DUE DATE DUE DATE DUE

 

 

 

 

 

 

 

 

 

 

 

 

 

 

6/01 cJCIRC/DateDue.p65-p.15

 

A STUDY OF CONSUMER AWARENESS AND
UTILIZATION or GARMENT '
‘ ' IABELS/

By

J eenne Jeubert Ste inhe ff

//

A PROBLEKE

Submitted te
Hichigen State University
in partial fulfillment er the requirements
fer the degree er

MASTER OF ARl‘S

Department er Textiles, Glething and Related Arte
1963

l3?
5%
THS

ACKNOWLEDGMENTS

The writer wishes te express her appreciatien fer the
suggestiens and criticisms ef Mrs. Stephanie Vinkler, and
Dr. Miry Gephart. The writer alse wishes te express her
sppresistien te the respendents witheut whese excellent

ce-eperstien this study ceuld net have been made.

11

TABLE OF CONTENTS

Page
ACKNOWLEDGMENTS O O O O O O O O O O O O O O O O O 11
TABLE OF CONTENTS . . . . . . . . . . . . . . . . iii

LISTOFTABI-ESeeeeeeeeeeeee‘eeeee 1'

IILUSTRAT IO” 0 O O O O O 0 O O O O O O O O O O O O '1 -‘

Chapter
I. INTRODUCTION
. A Statement ef Prebles . . . . . . . . . 1
Review er Literature . . . . . . . . . 1

II.

SETTING AND PROCEDURE OF THE PROBLEM

Settin‘ 0: th. PPODIOIe e e e e e e e 8
Develepsent er the Instrument . . . . . 10
Administratien ef the Questiennaire e e 11
Dfltlmlyllloo...o.o....ol3

III. PERSONAL BACKGROUND OF THE RESPONDENT
Descriptien er the Respendent~A-. . . . 1t
Educatiensl Beckgreuni . . . . . . . . 17

Iv. CONSIDER UTILIZATION OF LABELS 19
v. ' CONSUMER'REACTIONTO SELECTED BUYING
SITUATIONS 27
v1. SUMMARYAND CONCLUSIONS
. RECOMMENDATIONS 37
LITERATURE CITED 41

APPENDIX A 42

111

LIST OF TABLES

Table

1.

2.

8.

9.

10.

Distribution of family food and clothing
purchases as made by the wife, husband,
or both C O O O O O O O O O O O O 0 O O O O O O 0

Methods of acquiring family clothing as
gifts, family purchases, and hand-me-
downs by family members during the past

year O O O O O O O O O O O O O O O O O O O O O O

The level of education completed by
husbands and wives as of June, 1963 . . . . . . .

The degree of adequacy of labels found
on ready-tO'Weal" garment! e e e e e e e e e e e e

Frequency of using a garment label when
purchasing ready'tO-wear e e e e e e e e e e e e

The number and percentage of the degree of
helpfulness of ten types of label information
when purchasing a woman's skirt . . . . . . . . .

The number and percentage of eight types
of information desired by respondents on
SarmntlabelSeeeeeeeeeeeeeeeeee

The number and penentage of respondents

selecting an easy-to-care for, wrinkle

resistant shirtwaist dress from given
labelinformation.................

The number and percentage of respondents
selecting a skirt from label information
based on care . . . . . . . . . . . . . . . . . . .

The number and percentage of respondents
selecting a skirt from label information
which included the designer, brand name,
or ”83Z1n9 identification e e e e e e e e e e e e

iv

Page

16

17

18

19

2O

23

26

28

29

30

LIST OF TABLES - Centinued

Table Page

‘11. The number and percentage ef respendents
selecting a skirt fres label infernatien
baIOi.nf1n13heeeeeeeeeeeeeeee 31

12. The number and percentage ef respendents
selecting a wenan's sperts bleuse using
SurOOBPOSbeellooo............ 34

ILLUSTRATIONS
Figure Page

1. Percentage distributien ef yearly inceles
.eraPCD‘Ont.eeeeeeeeeeeeeeee 15

vi

CHAPTER I
INTRODUCTION

 

Statement E: Problem

The purpose of this problem was to study consumer aware-
ness and utilization of labels found on garments by a selected
group Of married university students living in Trailer Haven
Trailer Park and MObile Homes manor Trailer Park near Michigan
State university. To achieve the purpose Of this study the
following criteria were selected: (1) consumer utilization
of labels, and (2) consumer's reactions to selected buying
situations. By investigating consumer's awareness and
utilization of garment labels the investigator wished to ob“
tain helpful information which would provide a background for

developing a high school teaching unit in consumer buying.

Review 9: Literature

The label, a device supplying knowledge for wise pur-
chasing, care and use Of garments, is an effective means Of
communication and a valuable asset to the consumer (I).
Ningate (2) defines a label as informative if it is written
in a simple, easy-to-grasp, understandable form giving the

inherent qualities of the merchandise. A label should aid

2

the consumer in selecting merchandise in terms of her needs.
It should also supply sufficient instructions for proper
use and care of the merchandise. .According to Coles (3) a
label may be made of any material and affixed to the merchandise
in any number of ways. Good labels are factual, attractive,
conspicuous, descriptive, convenient, and suitably attached
to the merchandise. A wide variety of descriptive information
may be found on a label, for example: brand names, pictures,
designs, use and care instructions, size, fabric and fiber
content, finish, manufacturer's and/Or retailer's name, seals
Of approval, colorfastness, country of manufacture, guarantee,
and any other matter the producer decides to put on the label
(3,4,5,6). Seldom would one label contain all this information.

AS an effective means of communication, a label can give
the consumer sufficient information to form the basis for an
intelligent choice in terms of care and expected performance
of the garment (2,7). According to Coles (3) labels communicate
in five ways:. (1) a label provides an important point of
contact between the buyer and seller as a means of identifying
the product; (2) a label conveys information the buyer desires;
(3) a label is a vehicle providing information when the sales-
person is not familiar with the product; (4) a label can not
be as easily misinterpreted by the consumer as a salesperson's
representations; (5) a label is a prestige factor. Wolcott
(1) states in Informative Selling that experience has Shown
that consumers will purchase goods of superior quality when a

comparison can be made. It is essential to emphasize to

I.

3
manufacturers and retailers the necessity for supplying in-
formation concerning the inherent qualities of the merchandise
and the end use performance of the merchandise. Preferably
this information should be in the form of labels attached
to merchandise.

Emphasis on labeling fabrics and garments can.not be
stressed too much today because newer manufacturing processes
have changed some of the older products and many new products
are so novel that the consumers can not be certain of
appropriate care and expected performance (2,8). Consumers
are finding it difficult to keep abreast of n.. developments
in textile fibers and fabric finishes (7.9). ,L growing con-
corn is seen by the American Standards AssOciation for con-
sumer protection from increased technology to assure the con-
sumer full return for each dollar spent (10).

The responsibility for effective labeling lies with.several
groups, manufacturers, retailers, and consumers (7). Prior to
1958 the kind and type of garment label was left to the dis-
cretion of the manufacturer and/Or retailer. During the Eighty-
. second Congress the Textile Fiber Products Identification Act
was passed. The function of this Act, as recorded in the United
States Statutes of Law, is "to protect producers and consumers
against misbranding and faISe advertising of fiber content
of textile fiber products . . . (11)! A textile fiber is
defined as ”a unit of matter which is capable of being spun
into a yarn or made into a fabric by bonding, or by inter-
lacing in a variety of methods . . . which is the basic

structural element of textile products (11).“

A
The Act requires a label to be visibly affixed to the
product and plainly stating (I) "the designation with equal
prominence of each natural and manufactured fiber in the
textile fiber product by its generic name in the order of
predominance by weight; (2) the percentage of each fiber
by weight exclusive of ornament and those not exceeding
five per cent of the total weight; (3) the manufacturer’s
name or other identification issued and registered by the
Federal Trade Commission, and (4) if the textile fiber
product is imported the name of the country where it was
processed or manufactured (11)." .A manufacturer is required
to maintain records for at least three years of all fabrics
produced showing fiber content. {Any person substituting or
changing a label must keep a record of the kind and type of
substitution for at least three years (11).

Another labeling act which provides consumer protection
is the Wool Products Labeling Act of 1939 designed “to pro-
tect producers, manufacturers, distributors, and consumers
for the unrevealed presence of substitutes and mixtures in
spun, woven, knitted, felted or otherwise manufactured wool
products . . . (12)." Also providing consumer protection
is the Fur Products Labeling Act which "protects consumers and
others against misbranding, false advertising and false in-
voicing Of fur products and furs.(l3).“ Neither the Wool
Products Labeling Act of 1939 nor the Fur Products Labeling

Act are included in the Textile Fiber Products Identification

ACT. e

5
The Federal Trade Commission, administrator of labeling
legislation, has proposed changes in 21 of the 35 rules in
the Wool Products Labeling Act of 1939 (14). Correspondence
from Henry D. Stringer, Director of the Bureau of Textile
and Furs, stated that the final rules have not been pro-
mulgated but the changes will not alter the 1939 Act; Just
"modernize“ it in terms of the Textile Fiber Products
Identification.Act (15).

' According to Rose V. White (10), the American Home
Economics Association representative for the American Standards
Association, there is a growing interest among consumers for
informative labeling. It is also the belief of some merchants
that an adequate program of informative labeling will ease
present retailing problems (1,16). Wingate (17) states that
the consumer wants to know (1) what the merchandise is made of,
(2) how it is made, (3) what can be expected of it during use,
and (4) how to care for the merchandile.’ .

The textile industry members have developed other labeling
methods which aid consumers. The American Standards Association
has been instrumental in instituting voluntary standardization
and labeling programs. One of the voluntary labeling programs
is American Standard L-22 for textile fabrics. It is concerned
with the appropriateness or suitability of the product for
the purpose intended. Merchandise conforming to A.S. L-22 is
marked by a permanent label or an attached tag indicating that
the manufacturer has met the minimum requirements for the

intended use. Items not suitable for A.Sa L-22 are: (1) high

6
fashion goods; (2) large volume items; (3) low-priced items
not requiring durability, color or finish; and (4) items
designed for short duration. Comparable to A.S..L-22 is
American Standard L-24 for institutional textiles. Although
some manufacturers use A.S. L-22 and A.S. L-24 they do not
always indicate the standard on the label (18,19).

.Another labeling method, Sure Care Symbols, is sponsored
by the National Retail Merchants Association. According to
Edward F. Engle, manager of the NRMA Sales Promotion Division,
Sure Care Symbols have been developed to give consumers a
quick and simple reference for garment care--how to wash, iron
or dry clean (See questionnaire in Appendix A). The symbolic
labels are permanently affixed to each item. It is NRMA's
belief that symbols have the ability to convey a lengthy and
complicated message in a clear, concise and abbreviated form.
Also a benefit to the retailer, Sure Care Symbols are expected
to reduce consumer returns and complaints that often result
from mis-use of textile products (18,20).

Labeling practices as well as merchandising practices are
being affected by the shifting trends in consumer tastes and
spending habits (21). In order to take advantage of the changes,
stores are crossing the once well defined lines of their
businesses; supermarkets are selling household and soft goods,
department stores have Opened self-service departments and
discount stores are opening charge accounts (22). A study by
Perry Meyers, Inc., a management consultant firm, indicates

women prefer self-service stores where they do not pay for

7
services which in other stores, frequently fall short of an
acceptable level of service (21).

A logical extension of self-service will be IBM card
shopping. A.consumer will select merchandise at a counter
and take an IBM card. At the cashier's desk "purchases"
listed on IBM cards, will be fed into a cash register which
will make out tickets for the consumer, the store, and the
stock room inventory. This same machine will inform the package
department about the merchandise purchased. Finally the con-
sumer's purchases will be packaged and waiting for her at the
parcel pick~up desk near the store exit. This type of shopping
will demand effective labeling if the consumer is to "take
home" the kind of purchase she wants (16).

In summary, an informative label is an effective means
of communication, a valuable asset to the consumer, and the
responsibility of consumers, retailers, and manufacturers. A
wide variety of information may be found on labels--some useful
and some not useful. Changes in merchandising practices, con-
sumer buying habits and technological advances are increasing

the need for an effective means of informative labeling.

CHAPTER II
SETFING AND PROCEDURE OF THE PROBLEM

Setting 9; the Problem

Two trailer parks, Trailer Haven and Mobile Homes manor,
in Meridan township, east of East Lansing, Michigan, were
chosen for the study. The trailer parks are approximately
one mile from Michigan State University. According to the
trailer park management over 90 per cent of the families
attend the university. Permission to carry out the study in
the trailer parks was received from the park management prior
to the distribution of the final instrument.

The respondents in this study met three predetermined
criteria: (1) they were members of a married family unit;

(2) either the husband, wife or both were attending Michigan
State University; and (3) they were residents of Trailer Haven
or Mobile Homes Manor. These criteria limited the study and
may have induced bias in the results obtained.

The investigator lived in Trailer Haven. Mobile Homes
Manor is a half-block east of Trailer Haven. This factor
facilitated administration of the questionnaire. Although
the majority of the questionnaires were collected at a designated
time, extra trips were made to collect missing questionnaires.

The investigator did not think she was well enough known that

8

9

living in one of the trailer parks would influence the answers
of the respondents. Also the investigator could not identify
the respondent when the questionnaires were returned. A
reference to a hypothetical family's income and expenditures1
for the past year shows that this family spent very little

for clothing. The fact that their clothing expenditures2 are
low may influence this study. A family of three-mother, father,
and their year old child live in Trailer Haven. Both parents
were to graduate from Michigan State University in June, 1963.
The financial records of this family show the following

expenditures for the past year.

 

 

 

Type 9; Expenditure Amount per Month Amount per Year
food} 3 72.00 3864.00
clothing 10.00 .120.00
trailer lot rent 30.00 360.00
utilities 25.00 300.00
household operation 15.00 180.00
insurance (car, life, 70.00 840.00

health, trailer,
personal property)

 

transportation 15.00 180.00
recreation and babysitting4 5.00 60.00
donations (church, charity) 10.00 120.00
taxes, social security 60.00 900.00
college fees 190.00 (per term) 570.00
school supplies 40.30 (per term 120.00
savings 20.00 240.00
other 10.00 120.00

Total 4974.00

 

1. Family expenditures are based on those of a family living in
Trailer Haven and attending the university.

2. The average family spends 7 to 15 per cent of their total
income for clothing (24).

3. The estimated cost of one weeks food at home on a low cost plan
is $17.10, on a moderate cost plan $23.10, and on a liberal plan
is $25.90. USDA food plans are based on an adequate diet,
consumer purchasing habits, and retail prices (23).

4. Babysitting is frequently exchanged with neighbors.

Development g: the Instrument

Although the questionnaire was constructed to focus on
garment labels it was divided into three parts to gain additional
necessary information: (1) personal background of the con-
sumer; (2) consumer use of labels; and (3) consumer reactions
to specific buying situations.

The questionnaire was pretested in Spartan Village, a
married student housing unit at Michigan State University.
Twenty questionnaires were left at selected apartments. Four-
teen of these questionnaires were collected two days later and
the responses were tabulated. Inspection of the results seemed
to indicate questions about garment care and some about buying
situations could be eliminated without adverse effects on the
study. These revisions narrowed and helped focus the study.

The questionnaire was finalized with the aid of faculty
members in the Department of Textiles, Clothing, and Related
Arts at Michigan State University. The revised questionnaire
was then mimeographed for distribution.

The questionnaire contained a majority of check-type
questions making it easier and quicker for the respondents
to answer. In order to obtain the free response of the con-
sumer to specific questions a few open-end questions were in-
cluded. The check-type questionnaire also facilitated tab-
ulation and analysis. It is recognized by the investigator
that the instrument limited respondent's answers. In order
to partially elilinate this limitation respondents were asked

to write comments after any question they wished to qualify

10

11

or clarify. A copy of the instrument is found in Appendix A.

To help establish rapport with the respondent the cover
letter accompanying the questionnaire requested the respondent
not to put his name or address on the instrument as the
investigator preferred to have the respondent remain anonymous.
. This letter also stated that there were no right or wrong
answers to the questions. The investigator wanted the answers
to be the respondent's own opinion and/or reaction. To help
eliminate tabulation of ambigious or confusing responses in
the pretest and the final questionnaire the respondent was
instructed to place a question mark in front of ambigious
or confusing questions and leave the answer blank. This
procedure would indicate to the investigator a fault in the
instrument. None of the questions were so marked in either

the pretest or the final qestionnaire.

Administration 33 the Questionnaire

.A total of 100 questionnaires were distributed to trailer
homes: 44 questionnaires were in Mobile Homes Manor and 56
questionnaires were in Trailer Haven. The investigator and
a friend delivered questionnaires to each trailer in both
parks Tuesday, May 28 and Wednesday, May 29, 1963. Occupants
not at home in the afternoon were contacted in the evening.

After a fourth try some occupants were not found at home; no
further attempt was made to contact these occupants. Distribution

and collection of questionnaires in Mobile Homes Manor was

l2
hampered by a lack of numbers or other means of identification
on the trailer. Only a few trailers in Trailer Haven were
not numbered. If the occupants were married students attending
the university they were asked to complete the questionnaire.

Since the instrument was administered the week prior to
spring term finals some students said they would not have time
to complete them.

Questionnaires were only left at trailers where the
occupants expressed a willingness to co-operate. Respondents
not planning to be at home at the designated collection time
frequently said the completed questionnaire would be found
under the door mat, in the mail box, or in the jalousie window.
In Trailer Haven questionnaires were also left in the in-
vestigator's mail box and brought to her trailer home.

A total of 100 questionnaires were distributed and 90
returned. Out of 44 questionnaires in Mobile Homes Manor
39 were returned. Two of the 39 had to be disqualified;
one was not complete and the other was not completed by a
university family. In Trailer Haven 56 questionnaires were
left at trailer homes; of the 51 returned questionnaires only
one was incomplete.

The investigator attributes the high rate of return, 90
per cent, to the selected population, and the method of ad-
ministering the instrument. These university students realized
the advantages to the investigator 0% returning questionnaires, v/
for many are involved in planning or executing their own research

projects. Students not wishing to complete a questionnaire were

13
identified when the instrument was delivered. Perhaps for
these reasons the c00peration received and the rate of return

was exceptional.
Data Analysis

The collected data was tabulated by hand for each question.
Whenever possible percentage comparisons were made. In some
cases, as indicated by the pretest, the number of responses
was not sufficient for accurate percentage comparison. In
these cases numerical summarization was used. All questions
were analyzed except one question, which was included to aid
a department staff member with her work.

The results of this study were divided according to the
three criteria guiding the study:. Chapter III; Personal
Background of the Respondent; Chapter IV, Consumer Utilization
of Garment Labels, and Chapter V, Consumer Reactions to
Selected Buying Situations. A descriptive and illustrative
presentation is made for the results.

Summary, Conclusions and Recommendations are found in
Chapter VI. Comments made by respondents are the basis of

some of the recommendations.

ems III
ransom BACKGROUND arias Rssronosms

Descript ion 9; the Respondents

The respondent in this study was a member ef a married
family unit and lived in either Trailer HavenTrailer Park
or Mobile Homes Haner. Either the wife, husband or both
attended Midhigan.8tate university.

The majority of the respondents, 69 per cent, were 22 te
30 years of age; 29 per cent were 21 years ef age and under;
six per cent were 30 te 40 years of age and none of the
respondents were over 40 years ef age.

In the 87 family units; 43 families er 49 per cent did net
have any children. The remaining 44 families er 51 per cent
had one or more children. Of the total of 65 children 59
awere pre-scheel er in kindergarten and six children were in
elementary grades ene threugh.six.

Oneéhalf ef the respendents indicated their yearly incene
in the 2,5000 te 84,900 bracket. Twenty-twe per cent ef the
respendente had yearly incomes less than $2,560 and anether
22 per cent had incense in the 85,000 te 707,499. Six per
cent ef the reependents had incomes ever 87.500.

(Figure 1). '

14

o.

15

Figure 1. Percentage distributien.ef yearly incense e:
respendents.

50"

U 4?
O O
l 4

Percentage
to
c>
i

 

 

Less $2500 $5000 More
Then to to . Than
$2500 $4999 37499 $7500

Amount of Annual Income
Respendents were asked te indicate the nether making

the IaJerity ef the family's feed and clething purchases.

Table l shews that wenen purchase ever ene-half ef the family’s
feed and clething. Tegether the husband and wife made 37 per-
cent ef the feed purchases and 40 per cent ef the clething.
purchases. Husbands alene purchased enly ene percent er the
clething and eight per cent ef the feed used by the family.

 

V

4.!

5
'.. _

a
“An ww- -.'.‘~

16

Table l. Distributien ef family feed and clething purchases
as made by the wife, husband, er beth.

 

Number and Percentage ef Family
Type ef Purchase members making Purchases

A

Wife Husband Beth Tetal
Ne. % Ne. % Ne. % Ne.

 

 

 

Peed Purchases 49 56 ‘ 6 8 32 37 87 100
Clething Purchases 51 59 l l 35 40 87 100
Tetal 100 105 7 9 67 77-174 200

 

Clething ebtained during the past year by the family units
was classified inte three greups: (1) 51ftl. (2) family pur-
chases, snd (3)'hsnd-me-dewns. The methed of acquiring the
majerity ef a. family clething which was‘ebtained during the
past year is shewn in Table 2. Of the 39 family members whe
received the majerity ef their clothing as gifts, 72 per
cent ef the gifts were fer children, 13 per cent fer men and
15 per cent fer wemen. The majerity ef clething fer men and
wemen was purchased by the family. Only eight per cent ef the
children's clething was purchased by the family while 47 per
cent.ef the men's wear and 45 per cent ef the wemen's wear
were purchased.by the family. Hand-me-dewns made up enly three
per cent ef the tetal ameunt ef clething ebtained. Feur
families received children’s clething and twe families received

wemends clethin‘ as hand-me-dewns.

M,
> ‘
n —-o-

H.

I A..‘.

.
_e.
...,
(
L
.

 

 

 

 

. 17

Table 2. Hetheds ef acquiring familiechlethi g as? "~lanily

-“ifts
purchases, and hand-me-dewns by family mongers uring
the past year.

 

 

‘—

Methed ef Acquiring Family Olething

 

 

 

 

 

Olething Classificat ien find-ne-
Gifts Family Dewns Tetal
Ie‘ e x N. e x N. e ‘ N. e
Children'sriear 28 72 12 8 4 67 #4 20
Men's Near 5 13 82 #7 0 87 87 #0
Helen's Wear 6 15 79 45 2 33 87 4O
Tetal 39 100 175 100 6 100 218 100

 

Educatieggl Bacggreund

The educatienal backgreund ef the respendent is varied.
[After high scheel 99 per cent ef the husbands went te cellege
and ene per cent went te a vecatienal scheel er business cellege.
Twe wives did net cenplete high scheel and the academic studies
ef 19 wives ended with high scheel graduatien. The remaining
66 wives have attended er are attending cellege (Table 3).

The respendents are engaged in a bread field ef academic
studies. Ferty-six maJer study areas were listed fer husbands
and 22 fer wives. The three mest frequently listed study areas
fer husbands were engineering (12), veterinary medicine (7),
and business (6). Beme ether study areas included: hetel'
management, agriculture, cemnicatien arts, English, and

..a

 

 

18
psychelegy. Eleven wives listed educatien as their maJer
study area. Zeelegy, music, speech, heme ecenemics, and
mathematics were seme ef the ether study areas pursued by
wemen.

Table 3. The level ef educatien cempleted by husbands and
wives as ef June, 1963.

 

level ef Educatien, Wives Husbands, Tetal

 

less than 4 years ef high

 

scheel 2 O 2
High scheel graduate 19 O 19
vecatienal scheel er business

cellege 7 1 8
Junier cellege er part ef a 4

year cellege pregram 33 43 76
Gellege graduate - bachelers

degree 20 24 M
Gellege graduate - advance

degree er studies 6 19 25

Tetal , 87 87 174

 

The “average'family unit censists ef a wife 30 years ef
age, her husband an. a child. Beth the husband and wife have
attended er are attending the university. Their family inceme
is less than $5,000 a year. The wife purchases the feed and
clething used‘by the family. Glething fer tho child is frequently
received as a gift but the parents purchase their ewn clething.

CHAPTER Iv
CONSUMER UTILIZATION OF LABEL8

labels feund en ready~te~wear garments are censidered
adequate accerding te the respendents ceneensus. Only ene
respendent indicated the labels were mere than adequate while
55 per cent censidered the labels adequate; 27 per cent
passable: and eight per cent peer. (Table 4) Similiar
findings were indicated in Brewn's study fLabeling Preferences
ef Oensumers ef Bleuses' where 56 per cent ef the wemen.were
usually satisfied with present bleuse labeling (25).

Table 4. The degree ef adquacy ef labels feund enfready-te-
wear garments.

 

 

 

 

”Degree ef Adequacy Number Percentage

Mere than adequate 11 l

Adequate 47 55

Passable 23 27

Peer 7 3

Ne epinien 4 4

Nb reply 5 5
Tetal 87 100

19

e .
e
.
a
.
.. _‘,
'.
. -, 4. 4 . ~ a
' .
...... _ _ —. . . , .
\
l

, 1 , ~ .1

 

20

The majerity ef respendents used seme type ef garment
label when purchasing ready-tedwear. Sixty-ene per cent
ef the 87 respendents said they almest always used garment
labels. Garment labels were used by 25 per cent frequently,
ll.per cent semetimes and enly three per cent er three
respendents rarely used garment labels (Table 5). llere than
half ef the 992 wemen interviewed by Drake and Grimes in
their study, "Labeling ef Ready'made Dresses," used labels
regularly when purchasing garments. Only eneefifth.indicated
they paid little attentien te labels (7). The three per cent
ef respendents in thds study rarely using garment labels is
censiderably less than 20 per cent paying little attentien
te labels in.Drake and Grimes's study. The selective quality
st this study‘s respendents may acceunt fer seme ef the
difference in garment label ueage.
Table 5. Frequency ef using a garment label when.purchasing

 

 

 

 

ready-tedwear .
Frequency ef Use 8" 3 number Percentage
Almest always 53 61
Frequently 21 25
demetimes 10 11
Rarely 3 3
Tetal 87 100

 

A.wide variety ef infermatien is semetimes en garment

labels. In checking the degree ef helpfulness ef ten types

21
ef label infermatien when purchasing a weman's skirt, mere
than 60 per cent ef the respendents indicated that size,
fabric er fiber centent, ameunt ef shrinkage, care instructiens,
and finish were almest always helpful (Table 6). Size was
censidered the meet helpful type ef information by 97 per
cent ef the reependents, twe per cent checked frequently
helpful and ene per cent semetimes helpful. ‘Fabric er fiber
centent was censidered almest always helpful by 63 per cent
ef the respendents, frequently helpful by 23 per cent, seme-
times helpful by eight per cent and rarely helpful by ene
per cent. Sixty-six per cent ef the respendents censidered
.the ameunt ef shrinkage almest always helpful, 17 per cent
frequently helpful, 16 per cent semetimes helpful, and ene
per cent rarely helpful. Care instructiens, the feurth mest
helpful type ef infermatien, was censidered almest always
helpful by 64 per cent ef the respendents, frequently help-
ful by 29 per cent and semetimes helpful by seven per cent.
Finish.was censidered almest always helpful by 62 per cent
ef the respendents, by 27 per cent frequently helpful, by
nine per cent semetimes helpful, and twe per cent rarely
helpful. One-half ef the respendents indicated celerfastness
te sunlight and water was almest always helpful while 30
per cent indicated it was frequently helpful, 16 per cent
semetimes helpful, and feur per cent rarely helpful. Three
types ef infermatien which were censidered rarely helpful
were: (1) designer, (2) ceuntry ef manufacture, and (3) man-

ufacturer's name. The designer was censidered rarely helpful

22

by 64 per cent of the respondents, the country of manufacture
by #4 per cent and the manufacturer’s name by 32 per cent.

In comparison the almost always category was checked by one

per cent for designer, by 15 per cent for country of man-
ufacture, and by eight per cent for manufacturer's name (Table 6).
The importance of a brand name was divided among the different
degrees of helpfulness--almost always, 22 per cent; frequently,
26 per cent; sometimes, 32 per cent; rarely, 20 per cent. In
'd.Study of the Clothing Buying Habits and Preferences of the
‘Home Economics High School Student," by Taber, 79 Per cent

of the students wanted to know the brand name when purchasing
garments (26). Coles states that the brand name is one of

the points consumers frequently look for on labels (3). The
respondents in this study do not seem to consider the brand
name too helpful when purchasing garments. Ninety-one per

cent of the respondents indicated that manufacturers and
retailers should be required by law to include one or more
types of information on garment labels. The types of information
to be required as listed by descending order of preference were:
(1) care instructions, (2) amount of shrinkage, (3) size,

(4) finish, (5) fabric or fiber content, (6) colorfastness to
(sunlight and water, (7) brand name, (8) manufacturer's name,
(9) country of manufacture, and (10) designer. (Five respondents
ispecifically indicated that certain information should not

be required. Items mentioned as unnecessary were: (1) country
of manufacture, (2) manufacturer's name, (3) designer, and

(k) brand name e

.qoapmesu one we magma Has Leanne
eon new meow vengeance one some open moMooge menoosOQmoa oaom omseoop,maeu mfleeoa a

 

 

 

00’ 0mm mp mer mp mm— om wow m¢ «mm manpoe
00— mm do mm mm mp mp p— F — amnmfimeo
00. mm mm on mm mm _m a. w a cash m.hchcposacns2
00— am ea mm mm mm m w m_ mp cospocecnes do enhance
00F mm om N. mm hm mm mm mm a" menu Unmam
ooh am e a e. ea om mm om ea hemfiancm ene
pope: oe mmospmmmaoaoo
00, mm m m m w mm mm _w mm “pacemflmoa oedema
awe: one smmzv nmdqdm
00F mm o o N 6 mm mm #m mm mnofiposapmnfi memo
oop Fm F F or #9 up mp mm Fm ommmsdagm mo padoa<
00— pm — P w w mm om mm mm pneanoo henam ho odhnmm
00. new 0 o H H m N no em ondm
we) . oz w . .62 a . 02 we . 21 a . oz
mhw3afllll sedeeaaouaH
nachos maoamm moaflpoaom hapnosueam pmoaam Honda yo mama

 

 

enemas“ Hem mo ooh on

 

 

 

.paflxm m.cmeoz uimmmmssoasmuonz nodes

 

seemed Honda

 

no momma sop mm

mmooashmaos no seamen one wndumouesd mpnoocommoa no owepsooaoa one gonads one .m canes

24

Infermatien cencerning the garment is attached in a variety
ef ways. The type and lecatien ef label infermatien as desired
by the respendents is indicated in Table 7. Brand name, care
instructiens, fabric er fiber centent, size and irening
temperatures are divided almest equally ameng permanently
sewn-in er stamped labels and hang tags. Over 60 per cent
ef the respendents were ef the epinien that placement en
a hang tag weuld be sufficient fer celerfastness, finish, and
ameunt ef shrinkage. The brand names and irening temperatures
were net necessary accerding te l4 ef the respendents.

Labels usually indicate hew te care fer a garment.
Respendents were asked what they would like te knew abeut a
washable garment befere washing the garment. Of these respend-
ing te this questien, 34 wanted te knew the water temperature,
31 the degree ef celerfastness, 29 the ameunt ef shrinkage,
18 hew te wash, l6 irening temperatures, lh use ef a dryer
and drying instructien, 10 use ef bleach, 7 the type ef fabric,
5 the type ef finish, and 5 the use ef seap er detergent. Mhscetti
(27) states in her study ef "Hememakers Interpretatien ef
(Washing Instructiens en Labels ef Winter Skirts,” that 40
per cent ef the hememakers wanted labels te include a state-
ment ef the type ef cleaning agent that should be used te
launder the skirt. Only five respendents indicated that they
were concerned abeut the use ef seap er detergent when launder-
ing a washable garment.

In summary, accerding te the respendent's replies they

usually use garment labels when buying garments. These labels

o ..a

'e

soapmaaomcd Ho daemooa ono cos» oaoa moxooso mpnoonommoa oaom omsmoon meme manpoe :

.nodpmodc o£p mo meson Ham aozmeo no: vac menooaommoa once use

\d

 

 

 

 

 

00— «mm m an em Nun Fe owm mampoe
ooh mm m m we mm _m we hope: one ehedflnsm co mmchomhehoaoo
00. mm o o 45 mm mm mm owoxqfiaeo mo pnsoem
ooh mm m m om mm mm mm Apsshmdmoh omsoho
pooh one mmesv Saddam
00. #m NF #. 0: on no mm moazpoaomaop wsfiqoaH
00_ mm mp e. .e mm no um oaoa madam
00— mm o 0 mm me do mm mmofiposaemsd oaoo
00, mm — _ me mm em me psopsoo pond“ so cannon
oop *mw o o a: mm mm m: oufim
m, .02 {ww .oz my .02 w .03
womaopm
anemmoccz no :Hunzom nodessooenH Hooch do some
maouoa poz woe meow mapaonoaaom
ddduoaHOmsH Honda Md aOApmooq.

 

I]!

 

.mHonoH paoaaom no
cofieoaaomaa Ho moahp pnwfio no

 

mpnooaoamoa an coedmoo soapoaaowafi mo sodpoooa one (I
soapooaom mpnoenoamoa mo owoecooaoa moo popes: one

ON. 0.“pr

26
centain an adequate ameunt ef infermatien. Size, fabric er
fiber centent, ameunt ef shrinkage, care instructiens, and
finish were censidered almest always helpful when purchasing
a weman's skirt. The designer, manufacturer's name and
ceuntry ef manufacture were rarely helpful. -A maJerity ef
the respendents indicate care instructiens, ameunt ef shrink-
age, size, finish, fabric er fiber centent, and celerfastness
te sunlight and water wheuld be required by law te be en a
label. The lecatien ef infermatien en a garment was almest
equally divided between a permanently attached label and a

hang 158‘s ,

CHAPTER‘V
CONSUMER REACTIONS T0 SELECTED BUYING SITUATIONS

Labels feund en garments centain a wide variety ef in-
fermatien. The hypethetical buying situatiens used in this
study were designed te determine what types ef label in-
fermatien may influence the respendent's purchases.

In the first buying situatien the respendents were asked
te assume that they were buying an ”easy-te-care" fer,

-wrinkle resistant shirtwaist dress.- All the dresses were

the same size and 100 per cent cetten. The label infermatien
varied with each dress te determine if the ameunt ef in-
fermatien.weuld influence the respendent's cheice. Dress a,
chesen by 75 per cent, was Sanferized, machine er hand
washable, drip dry, and retailed fer 810.95. Dress B, was
ohesen.by'&ight penficentt h t wasia‘minmumrcarefieotton,9made
in West Germany, with residual shrinkage less than two per
cent. Dress O, was chesen by 14 per cent; its label read
'Nhite Stag" and it retailed at 89.50 (Table 9). One respendent
‘was partial te buying brand names and knew that certain brands
were very reliable. She did net think she needed all the

extra infermatien.when buying their preducts.

27

28

Table 9. Number and percentage ef respendents'selecting an
easy-te-care fer, wrinkle resistant shirtwaist
dress frem given label infermatien.

 

Dress Label Infermatien Number Percentage

_4

A: site 1‘ -- 100$ cetten -- 65 75
Sanferized -- machine er
hand washable -- drip dry --
price $10.95

B size 1# -- 100$ cetten -- 6 8
less than 2’ shrinkage --
made in West Germany --
price $9.50

a size 14 -- 100% cotton -- 12 14
White Stag -- price 39.50

Ne reply 4 d

 

Tetal 87 100

In the secend buying situatien, three skirts, identical
in style, were selected te determine if the ameunt ef required
care weuld affect the respendents' cheice. Skirt.A, a skirt
made ef a fabric which was a blend ef 85 per cent weel and
15 per cent nylen, was chesen by 36 per cent ef the respendents.
Skirt A ceuld be dry cleaned er washed by hand at a lew
temperature. Skirt B was all weel and labeled dry clean enly.
This shirt was selected by 23 per cent ef the respendents.
lackine washable skirt 6 was made frem a blend ef 80 per cent
dcrilan acrylic and 20 per cent weel. Thirty-seven per cent
ef the respendents chese this skirt (Table 10). The methed
ef cleaning apparently did net influence these respendents'

selectien ef a skirt. A machine washable skirt was selected

29
by ene mere persen than ene hand.washable at a lew temp-
erature er dry cleanable. With the advent ef de-it-yeur-
self dry cleaning it may net be as impertant te have wash-
able skirts. Seme respendents may have been influenced
as much by skirt fiber content as the method of care.

Table 10. number and percentage ef respondents selecting a
skirt frem label infermatien based en care.

 

Skirt Label lnfermatien number 0 Percentage

a." 85% weel, 15% nylon - dry 31 36
clean er wash by hand at a
lew temperature

 

 

B 100% weel -- dry clean enly 2O 23

0 80¢ Acrilan acrylic, 25% 32 37
weel -- machine washable

N0 reply 4 4
Tetal 87 ' h 100

 

A secend set ef skirts were used te determine the in-
fluence ef a pepular magazine endersement, a designer's
signature, er a manufacturer's name en the label. These
skirts were the same style, 100 per cent cetten, and required
little er ne irening. Twenty-twe per cent ef the respendents
chese skirted, which was labeled Seventeen'g,pick ef the menth.
Skirt B, a 'Junier Original“, was selected by 35 per cent ef
the respendents. Skirt 0 was designed by Glen ef Michigan
and was selected by 26 per cent ef the respendents (Table 11).

decerding te ene respendent the enly pertinent pieces ef

3O
infermatien en these labels were the first three items --
100 per cent eetten, drip dry, and irening instructiens.
dnether respendent said that enly in a rare instance dees
the brand name er designer influence her purchase. ‘A third
respendent said that there were ne differences in the given.
label infermatien. These statements indicate that a designer's
signature, a manufacturer's name, er a pepular magazine's ’
endersement have little, if any, influence en this greup ef
censumers.
Table 11. Number and percentage ef respendents selecting a

skirt frem label infermatien which included the
designer, brand name, er magazine identificatien.

 

Skirt Label Infermatien Number Percentage

 

.d 100% cetten -- drip dry .5 19 22
enly teuch up irening need-
ed -- Seventeenflg pick ef the
menth

B 100% cetten - drip dry - 30 35
little er ne irening
necessary -- d Junier
Original

0 100% cetten -- drip dry -- 23 26
iren lightly with a ceel
iren -- design by Glen ef
Michigan

Ne reply 15 17

 

Tetal 87 100

 

The third greup ef selected skirts was made ef 100 per
cent, minimum care, celerfast cetten fabric but differed by

the type ef fabric finish (Table 12). Skirt.d was finished

 

up

O

r .1
‘D'w
. a..

-..-

31
se the creases weuld fall eut easily. It was chesen by seven
per cent ef the respendents. Three per cent of the respendents
chess skirt B. Per this skirt, special finishing was net
indicated en the label. The label en skirt 0 read, 'Sylmer?
pretecter ef‘beauty -- spet and stain resistant finish, .
This skirt was chesen by 85 per cent ef the respendents.
The spet and stain resistant nature ef the finish en skirt 0
seems te have been the determining facter fer selecting skirt
0. The celerfastness infermatien en the labels dees net

appear te have influenced the respendents' answers.

Table 12. Number and percentage ef respendents selecting a
skirt frem label infermatien based en.finish.

 

Skirt Label Infermatien lumber Percentage

 

A ' 100$ cetten -- drip dry -- 6 7
minimum care -- ”Won't
fade in the Plerida sun.'-~
creases fall eut easily-

B 100% settem --’mini 3 3
care -- passes AATOG test
me. 23 fer celerfastness‘

C 1001 cetten -- minimum 72 8‘
care -- passes cempletely
celerfast -- ”Sylmer"
pretecter ef beauty -- spet
and stain resistant finish

 

 

 

I. r01! 1+ a
Tetal ‘4
. 87 100
t'3 American.Isseciatien ef Textile Ce lerists and
chemists.

In preparatien fer the final buying situatien, the

respendent was intreduced te a new methed ef labeling,

--.-‘4...- -

,.m.r_

32
Sure Care Symbols. The symbols are found on permanently
attached labels which tell the homemaker how to care for
the garments. The following explanation was given to the
respondents before asking their reaction to the Sure Care
Symbol program. ///,
The National Retail Merchants Association (NRMA) has prée “"”
posed Sure Care Symbols for permanently attached labels.

NRMA believes a homemaker can determine the care of a
garment from symbols on the label.

A. Some of the Sure Care Symbols and their meanings are:

So: B 0'

 

   

 

 

 

lhl‘
you may wash by use bleach may be dry
machine or hand carefully cleaned
wash by hand may be ironed

A large ::><:: across any symbol means g9 not: for example
N do not iron

B. Some of the recommended washing temperatures are:

1600 -- hot water with any soap or detergent.
1200 -- medium hot water with any soap or detergent
105° -- warm water with mild soap or detergent.

C. The ironing temperatures are indicated by the following
letters:

H e- hot iron C -- cool iron L -- little or
noironing

M -- medium hot iron S -- steaming iron

n.
O
U
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f‘ .
f I "
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33
Drying nothoda aro indicated by two lottoroa
no -- drip dry ’
TD -- you may tunblo dry
(A Copy of tho Quootionnairo 1o found in‘dppondixyd)

Vhon.aohod for thoir roaction to tho Buro Caro Symbol

program, tho majority of roopondonto, 56 por cont, woro in

favor of tho program an otatod in tho quootionnoiro. alight-

ly owor ono-third, 36 por cont, of tho roopondonto woro not

in favor of tho program. 'rbo romaining oight por oont did

30“ anowor o

8ono of tho favorablo con-onto worot

”I fool it in a good idoa, bocauoo noro oooontial information
could bo printod on tho ooall labolo" .

“vory good if buyoro are familiar with tho oodo, othorwioo
thoy would be uoolooo,’

"Would bo practical only whon tho conounor public woo
oufficiontly .infornod.ao to tho moaning of oynbolo."

"I fool that tho important factor to bo conoidorod would
bo that all manufacturoro uood tho oano way of marking.
Tho Euro Caro Bylbolo ooon to bo oinplo onough for all

to undorotand.“

"It appoaro to no as an oxcollont idoa. Thio information,
vital to tho lifo of tho garnont, io ofton dioponood on
tho hang tag.“

"w.u1o bo oxtronoly holpful, hononakoro should, howowor,

.bo oducatod as to tho why of inotructiono and what
happono if inatructiono aro not followod.‘

Roopondonto not in favor of tho Sure Giro Synbolo program
connontod:
"I think tho ohoppor could oasily bo confuood."

"Hardly anyono who hao boon taking caro of thoir own
olothoo noodo ouch dotailod information, -- usually

09

34

knowing the fabric and finish is enough."

”Unsatisfactory. I believe manufacturers should
.spollout what care should be given garments.“

"Picture symbols are an insult to the average person's

.intelligence; printed data is more specific and

occupies the same amount of space."

“Too many abbreviations for handling many different

Lqualities. Written directions would insure better

understanding especially for inexperienced or new

buyer. o I.

Only three of the 87 respondents had ever seen the
Sure Care Symbols. Two respondents saw the symbols in a
textile course at Michigan State University. The third

respondent had seen them on clothing.

In the final buying situation respondents were asked
to assume they were buying a 100 per cent cotton.women's
sports blouse priced at $3.98. Label infermatien.was supplied
by Sure Caro Symbols (Table 13). Blouse A, which.was
machine washable in cool water and could.be drip dryed, was
chosen by 23 per cent of the respondents. Blouse B was
machine washable in hot water and could be tumbled dry.
This blouse was chosen by 65 per cent of the respondents.
Twelve per cent of the respondents chose blouse C, which
was hand washable.

35

Table 13. number and percentage of respondents selecting a
woman's sports blouse using Sure Care Symbols.

 

V

Blouse Number Percentage

 

A. size 3# 100% cotton 20 23

price $3.98

[35"
B. size 34 100% cotton
price 83.98 11 12

IfliDII

    
 
    
 

0. size 34 100% cotton
price $3.98 56 65

 

 

Total 87 - 100

In summarizing the hypothetical buying situation, the
.rospondents preferred an easy-to-care for, wrinkle resistant
shirtwaist dress. The label on the dress contained more
information than these on the other dresses. This dress was
also the most expensive. It was not determined if the method
of cleaning or the fiber content influenced the respendents'
choices of a skirt. The presence of a designer's signature,
a manufacturers name or a popular magazine endorsement had
little influence on the respondents' selection of a skirt.
The selection of a third skirt was apparently influenced by

36
a spot and stain resistant finish.
a majority of the respondents were in favor of the Sure
Gare Symbol labeling program. Only three respondents had
seen the symbols before; one had seen them on clothing.

CHAPTER v1
summax AND CONCLUSIONS

The purpose of this problem was to study consumer
awareness and utilization of labels found on garments.

To achieve this purpose a selected group of married un-
iversity students living in two trailer parks near the
Michigan State University campus were asked to co-operato
by completing a questionnaire which.wculd record their
response to labels and related information.when in a buying
situation.

The population for this study was composed of 87 family
units. Ninety-four of the respondents were less than 30
years old. There were 65 children distributed among 4#
families. The majority of these children, 59, were of
pro-school or kindergarten age. The annual income of 72
per cent of the families was less than $5,000. .a majority
of the family food and clothing purchases were made by the
wife. Seventy-two per cent of the children's clothing was
received as gifts, but essentially all of the parents'
clothing was purchased by the family.

The educational background of the respondents was varied.
All of the husbands and 66 of the wives had completed high

school and gone on for further study. These respondents

37

38
were engaged in a broad field of academic studies.

A majority of the respondents use some type of label
when purchasing garments. According to the consensus of
respondents, current labels provide an adequate amount of
information. Over 60 per cent indicated that size, fabric
or fiber content, amount of shrinkage, care instructions,
and finish.were almost always helpful when purchasing a
woman's skirt. Three types of information; designer,
country of manufacture, and manufacturer's name, were con-
sidered rarely helpful. Tho importance of a brand.name
was divided among the different degrees of helpfulness--
almost always, 22 per cent; frequently, 26 per cent; sometimes,
32 per cent; rarely, 20 per cent. 'Ninety-ene per cent of
the respondents indicated that manufacturers and retailers
should be required by law to include one or more types of
information on garment labels. The first six types of in-
formation this group felt should be required in descending
order of preference were: (1) care instructions, (2) amount
of shrinkage, (3) size, (4) finish, (5) fabric or fiber
content, and (6) celerfastness. The preferences of respondents
were almost equally divided between permanent labels and
removable hang tags as the most desirable location for in!
formation about brand name, care instructions, fabric or
fiber content, sine and ironing temperatures.

The respondents felt that size information on a label
has little value after the garment has been purchased.
Ninety-one per cent of the respondents indicated that they

39
almost always or frequently used size information when pur-
chasing a garment; but only 56 per cent indicated that this
information should be permanently attached. The other #4
per cent indicated that this information could be adequately
supplied on a removable hang tag.

Although not specifically asked about the label infor-
mation required by the Textile Fiber Identification.Act, one
could conclude from the respondents replies that fabric or
fiber content was helpful but the country of manufacture
and manufacturer's name were not.

Hypothetical buying situations were set up to determine
what types of label information may influence purchases by
a respondent in this study. In the first buying situation
respondents chose the dress whose label contained the most
information. This was also the most expensive dress. The
amount of required care did not effect the respondents choice
of a skirt: but, some respondents may been influenced as
much by skirt fiber content as the method of care. d.popular
magazine's endorsement, a designer's signature, or a man~
ufacturer's name had little, if any, influence on the respondent's
choice of a skirt. .a spot and stain resistant finish appeared
to be the influencing factor for the respondent's choice in
a third group of skirts. -

A.maJority of the respondents approved of the Sure Care
Symbols as presented in the questionnaire, but only three of
them had seen the symbols previously. In a buying situation

using these symbols the respondents chose a blouse requiring

#0

the least amount of care.

In summary, it may be said that the respondents in this
study are aware and do use labels found on garments. Other
than size,caro information seems to be the most desired in-
formation. One way to provide permanently attached care in-
formation is by Sure Care Symbols. A majority of the respondents
were in favor of this system. In hypothetical situations
using labels the respondents seemed to prefer those containing

specific rather than general, information.

Recommendations for Further Study
In reviewing this study and the respondents comments
several additional areas for investigation become apparent
to the writer. Some of the more important ones are:

a.study of information found on garment labels available

in local retail stores.

A study of a more diverse population's awareness and

utilization of garment labels.

arstudy of the interpretation of the terminology used
on labels.

A study of consumer's utilization of labels when pur-

chasing garments by observation during actual buying situation:

A study to determine the extent to which retailers use

garment labels and the ways they use them.

 

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

ll.
12.
13.

LITERATURE CITED

Volcott, Roger. Informative Selli . New York:
National Consumer Retail.CeunciI, Inc., l9él.

Wingate, Isa l s. Textile Fibers ... Their
Selection. # ed. Englewoed Cliffs: Brontice-
BRET. -E°O’ 1955. ,
Colos,‘Hossie V. Standards and Labels for Co s e
Goods. new rem; —T———_he .Renalfirmeee ce-pT'ny, 19%9.a l}

Ratcliff, Marthaellon. “Informative Labels on Cotton
Dresses in the Central Shopping District of
Indianapolis, Indiana, in August, 19%." Unpublished
Masters thesis, Iowa State College, 1945.

Hinge, Caroline B. The Clothe; You 31“; 939 33;.
new fork: .McGraw HillfBook Company, 953. . l

. Honey Management our o 1 Dollar.
Chicago: Honey Mana‘emont Insti ute o the House-
hold Financo Corporation, 1959.

Drake, Phyllis, and Grimes, Mary anna. "labeling
of Roadyénado Street Dresses,” Texas Agriculture
Experiment Station, Bulletin 943, (November, 1959).

 

Wilhelm, Fred, and Heimerl, Ramon. Consumer
Economics, Princi los and Problems._§n‘ ed.,

How forks; McGraw-BIII Book Company, Inc., 1959.
Quinn, Frances Rois, "Significance of Consumer's
Textile Complaints ournal of Hog: Economics,-
52, we. 4 (April, 196%T:_2§34§§5. . . _ ;

white, Rose v. "Standards for the Consumers,”
Jog§gal of Home Economi s, 53, Nb. 7 (September,
1 9 53245370 . . a

United States Statutes g, Larg . v.1. 72.
United States anna.. gr; 1...... Vol. 54.

United States Statutes gt largg. Vol. 65.

41

O

i:
.
a‘ ‘
o
.
~s
...l

14.

15.

16.

17.

18.

19.

20.

21.

22.

23.

24.

25.

26.

27.

42
Carlson, Herb. "FTC Moves for Revised Wool Labels,”
Women' s Wear Dail , 105, No. 123 (December 2#,1962),
1 . . . .

Personal correspondence with Henry D. Stringer,

‘Diroctor of the Bureau of Textiles and Furs, Federal

Trade Commission. May 27, 1963

Dhalla, N.K. “Distribution Patterns of the Future:
tho Aim is to Shorten.Producer-to-Customer Pi e Lines,"
Canadian Business, 33, No. 9 (September, 1960, 46-56..

Wingate, Isabel B., Gillespie, Karen R., and Addison,
Betty 0. Know Your Merchandise. 2nd ed. revised. New
York: HcGraw-Hill Book Company, Inc., 1951.

Freedman, Ephraim, "American.Standard Performance
Requirements for Textile Fabrics," American Dyestuff
Reporter, 50, (July 24,1961), 36-45.

Ainsworth, Cyril. “Standard Ir22 Hailed as Panacea
For Complaints on Textiles," Daily news Record, 115,
No 133 (December, 1960), 8. .....

Englo, Edward P. "NRMA's 'Suro Caro Symbols' Program -
A service to Consumers, A benefit to Retailers,"
Stores, 43, (December, 1960), 21-22. -

" Shoppers Like Discount Stores,"
Business Week, re. 1666 (August 5, 1961), 111-112.

 

“Battle of Discounters,“ Time, LXXVIII,
No. II (ESptomber 15, 1961), 85-86. -

Kahabka, Bernotta. Clothing Your Famil , Michigan
ngto University Cooperation Extension rvice Folder
2 . _

. ”Food Costs Plan for One Week," Fagily
Economic Review, United States Department of Agriculture,
Agriculture Research Services 62-5 (Washington, United
States Government Printing Office, 1963). 13.

Brown, Mary Louise. "Labeling Preferences of Consumers
of Blouses.” unpublished Mastor' s thesis, Iowa State
College, Ames, Iowa, 1959.

Tabor, Genolla D. is study of the Clothing Buying Habits
and Preferences of Home Economics High School Students.
"ungublishod Master' s thesis, University of Rhode Island,
19 0.

Muscetti. "Homemaker's Interpretation of Washing Instructions
enLabols of Winter Skirts." Unpublished master' s thesis,

Iowg State university of Science and Technology, Ames, Iowa

19 1e

APPENDIX A

42

Dear Consumer,

As a graduate student at Michigan State University I need your
help to complete a textile study. Will you fill in the attached
questionnaire for me? For your convenience someone will pick~up
the questionnaire Friday, May 31, 1963, or Saturday, June 1, 1963.

The questionnaire has been designed for a woman to answer.
Please feel free to write comments under a question you wish to
clarify or qualify. If you do not understand a question, place a
question mark in front of the question and leave the answer blank.
There are no right or wrong answers to these questions. The answer
you give should be your opinion or reaction. Please DQ_§QT_put
your name or address on the questionnaire. I would prefer the
respondents to remain anonymous.

The term "label" has been used frequently. A "label" as it is
used in this questionnaire, refers to any written or printed
information attached in any manner to the garment at the time of
sale.

Numbers in parenthesis such as (l), (2) in the question are
to be used in coding responses.

The information given on the questionnaire is confidential
and will be used for study purposes only.

Your co-operation will be very helpful. I thank you.

Jeanne Steinhoff.

PART '1 PERSONAL BACKGROUND OF THE CONSUMER
Please check those items which describe you or your family.

‘

A. genera 1 Background Information

1. 'Who makes the majority of the family
, food purchases?

WIFE I‘DSBAND BOTH

2. Who makes the majority of the fa mily
clothing purchases?

 

 

 

3. During the past year how has the majority of your family's
clothing been obtained?
' " - own famil

fts chased bv hand-me-downs

      
 

children's wear

 

men's wear

 

 

 

women's wear [ (
h. In w hich a go group do you belong?
under 21 years of age (1)
22 to 30 years of age” (2)
30 to to years of age (3)
over to years of age (h)
5. How many children do you have?
' none (1)

kindoraarten and pro-school (2).____

in grades 1 through 6 (3) ____

in the 7th grade and above (h)‘____
B. Educa tional Background

66.. Asflof June, 1963 how much education will you have completed?

 

 

WIFE HUSBAND
loss than u years of high school (l) (7)
high school graduate (2) (8)
voca tional school or business college (3) (9)
junior colleqe or pa rt of a h year.
college program (h) (10)
college graduate - bachelor's dosroo (5) (ll)

 

 

college graduate - advance degree or studies (6) (12)

 

7. 'What is the major hares, if any, of college studies for the
husband

 

wife

 

 

 

 

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8. .As a student at Michigan State University, in which group will
your family' 3 yearly income fall?

less than 32,500 (1) ......
32,500 to $4,999 ('2) __.____
$5,000 to $7,499 ’ (3) ......
over $7,500 (4)

PART II LABELS

9-12 The following information is sometimes found on garment labels.
Check to what extent each kin'i of information would be helpful
to you if you were buying a women' s skirt.

 

 

 

 

 

 

 

 

 

 

 

 

 

INFORMATION .. DEGREE ex: _HELPFULNE “s. .
, 19» (107’ ”(1D ‘5’“(‘1’57‘
;alnest frequently sometimes rarely
lalwaysj . .
CARE INSTRUCT IONS L1) 5 r i
BRAND NAME (2 L j 4 #h;
7” : z
AMOUNT OF SHRINK.er ( 3 )7.
FABRIC 0F Eugen CONTENT 14); '
om l2; >’ 7
COLORFASTNESS TO SUNLIGHT (6i i
”T’INISH use am i , SE (7; g ; 5
RESIST..NT,« ; 1
W’chfia 3 NAME (51 : ,
coma! OF umumcwss 19X _ , § __
s ‘- 5 5,
W8. . .. .-.._-__.._,.,_ (10); z . .

 

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13. From the information listed in questions no, 9—12,do you think
a manufacturer or retailer should be required by law to put this
information on the label?

yes (1) ________
no (2)

14. A. If you checked "yes“ in question no. 13, what kind of in-
formation should be required by law? You may use the number
in question no. 9-12 if you.wish

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18~20. Information found on labels attached to women"s skirts is
placed on the skirt in various ways. Check on what kind of
label, if any, you would like to find the following infor~

 

 

 

 

 

 

 

 

 

 

 

 

 

 

mat ion 0
i L?gATION OF INFORMATION 0
INFORMATION‘ 3 permanently : hang~;§not
i sewn-in or i tag grnecessary
1 stamped :
2 i
brand name C1)i i
care instructions (2)? _L 3
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fabric or fiber content CBYZ 1 ’
size (4)! I“
ironing temperatures (5)} g
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colorfastness to sunlight and § 3 ‘
water (fill
amount of shrinkage <11): ‘ ’
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finish (wash & wear, crease i '
resistant) (8); l f
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other [please specify) 09): J 1

 

21. If a label indicates the garment is washable, what else would
you like to know about the garment before washing it?

PART III BUYING SITUATIONS

The National Retail Merchants.Association (NRMA) has proposed Sure
Care Symbols for permanently attached labels. NRMA believes a home~
maker can determine the care of a garment from symbols on the label.

A. Some of the Sure Care Symbols and their meanings are:

    

2! .’“"‘"~ \ .
; ,. 2 ‘ \ “"'"""""""“"" ....-.“ R /
f" ‘ ’ ’ 04 \ P. fix...
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4; j x , “':?..............»- 4 ,
yofi'fifiy wash use bleach. maybe wash by maybe
by machine or carefully dry cleaned hand ironed
hand .

.A large \>x<:across any symbol means do not; for example

 

B. Some of the recommended washing temperatures are:

1600 - hot water with any soap or detergent.
120° - medium hot water with any soap or detergent.
1050 -~ warm water with mild soap or detergent.

9'0

 

 

C. The ironing temperatures are indicated by the following letters:
H - hot iron '
M -- medium hot iron
0 ~- cool iron
3 - steaming iron
L ~- little or no ironing
D. Drying methods are indicated by two letters:
DD - drip dry
TD -- you may tumble dry
22. What is your reaction to the proposed symbol labeling?

23. .According to NRMA these symbols are used on some types of labels.

A. Have you ever seen these symbols? yes no

 

 

B. If you answered yes, where have you seen the symbols?

24. If you were to buy a woman's sports blouse, from the label in-
formation aiven below, which blouse would you purchase?

.4. size 34 100% cotton

price 83. 98 (1) ;____

  
  
 

B. size 34 100%“ cotton

price 83. 98 (2)

0. size 34 100$ cotton
price 33. 98

E510?

“-...

(3)

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26.

.Lssuming you are buying an easy to care for, wrinkle resistant
shirtwaist dress, from the label information given below, which
dress would you buy?

A.

Be

0.

size 1# -~ 100% cotton -- Sanforized -- machine or hand
waShable ~- drip dry ~-
price $10.95 (1)

 

size 14 -~ 100% minimum care cotton -- shrinkage less than
2% -- made in West Germany ~~

 

price 38.95 02)
size 14 -~ 100% cotton ~~ White Stag -
price $9.50 03)

 

If you were to buy a skirt from the label information given
about three identical skirts, which skirt would you buy?

A.

B.
C.

 

 

85% wool, 15% nylon - dry clean or wash by hand at a low
temperature (1)
100% wool -- dry clean only (2)

80%.Acrilan acrylic, 20% wool -- machine Ygshable

 

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27. The following la bels are taken from identical summer skirts.
If you w are to purchase a skirt using the information on the
labels, which skirt would you buy?

Group I.Lubels
A. 10 cotton
Droal

 

 

 

1p Dr
only touch up ironing needed .
Seventeen's pick of the month (1)
B, 100% cotton
Drip Dry
little or no ironing necessa ry
A Junior Original‘ (2)
Ct 100% cotton
Drip Dry
iron lightly with a cool iron
design by Glen of Michigan (3)

 

Group II Labels

A. 100% cotton
Minimum Care
Greases fall out easily
Won't fade in the Flordia sun (1)

 

B. 10oz cotton
Minimum Care
Passes AATCC test no. 23 for colorfastness (2)

 

C. 100% cotton
Minimum Gare-
Completely Colorfast
"Sylmer" protector of beauty
spot and stain resista nt finish (3)

 

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