NATIONAL INSTITUTE OF FASHION TECHNOLOGY, CHENNAI

RESEARCH METHODOLOGY

STUDY ON CONSUMER AWARENESS ON CARE LABELS

Done by

K S DIVYA PRIYA (BFT/17/452)

M . PAVITHRA PRIYADHARSHINI (BFT/17/1117)

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 UNDERTAKING

This is to certify that we, K S Divya priya and Pavithra Priyadharshini . M of National Institute
of Fashion Technology, Chennai has successfully completed our project titled “study on
consumer awareness on care labels” in partial fulfillment of requirement for the completion of
4 years under graduate program ‘Bachelor of Fashion technology’ as prescribed by the
foundation program, National Institute of Fashion Technology.

The project report is the record of authentic work carried out by us during our fifth semester.

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 ACKNOWLEDGEMENT

At the outset, we wish to express our gratitude to everybody who has assisted in the
formulation of this report. There are many to whom expression of gratitude is inevitable,
but there are some special people who have to be given prominence, without whom we
could have not reached the conclusion of this project so efficiently.

We would like to sincerely thank our subject mentor, Dr. B. Madhavan, for his
guidance, understanding and patience. His mentorship was paramount in providing us a
well rounded experience.

We would also like to thank our institute for giving us the opportunity to explore such a
subject.

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 Contents

S.no Topic Page No.

1. Introduction 5

2. The history 8

3. Standards 9

4. A previous study 14

5. The objective 18

6. Research methodology 19

7. Analysis and 20
interpretation

8. Findings of the study 26

9. Suggestions and 27
recommendation

10. Annexure 28

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 CHAPTER 1

INTRODUCTION

The reason behind choosing care labels as our topic

To analyze how many people are aware of what a care label is and how many people actually
make use of it.
Whenever you purchase garments, you must have always noticed the care label on the inside.
They are always essential in knowing what type of fabric you are dealing with and how to
properly use and wash them. Many people who go without reading the care label tend to ruin
their clothes simply because they never bothered to read the care label. Does the garment need to
be hand washed only? Does it need to be ironed at a low temperature? Is it ok to be dry cleaned?
What temperature should it be dry cleaned at? Can we use other garments of different colors to
be washed with it? All these questions are of utmost importance whenever it comes to taking
care of the clothes.

IMPORTANCE OF CARE LABELS

Care labels

The care label, or garment tag, includes information about the material of the product, making it
essential for consumer decisions.

Don’t Get Conned

Synthetic materials are often passed off as the real thing – a care label will tell you whether those
“leather” boots are genuine or merely man-made material. They can also help you determine
whether you are paying a fair price for something.

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Find the Perfect Fit

The material also determines whether a garment is appropriate for a particular situation. A wool
sweater provides warmth, whereas a cotton sweater is breathable and less suitable for cold
weather. Fabrics like lycra are stretchy and cling to the body, whereas others like satin are
inflexible and provide a structured look.

Longer Life

Knowing the material of a fabric enables proper washing care, allowing the article to maintain its
structure and out-of-the-box look for a considerable length of time.

Be Informed

Certain fabrics like polyester may set off allergies, while others, such as cotton, are considered
hypoallergenic and are much less likely to set off a reaction.

Washing instructions are an equally important part of a care label.

Avoid Expense

Reading the care instructions before purchasing a garment can help you avoid items that are
expensive to maintain. A label that reads “Dry Clean Only” means just that, and it can cost a
considerable amount to keep it clean.

Do Less Work

Care labels also include important time-saving information. Non-iron shirts and machine
washable garments require less time and effort.

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Labels then and now

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 CHAPTER 2

THE HISTORY OF CARE LABELS

The symbols used in the care labeling system that is now recognised and standardised around the
world were introduced in 1963. Their origin is also traced back to Switzerland. The symbols
were developed together with predecessor organisation "der Schweizerischen
Arbeitsgemeinschaft für das Textilpflegezeichen" (the Swiss association for textile care
labelling) or "SARTEX" for short.
The care label was introduced in Europe about 1950. It’s a voluntary service so it was not
regulated by any authority. It originated in The Netherlands and then spread to France and the
other European countries as a voluntary service to the consumers offered by the textile and
apparel industry. The care labeling code was protected by an international trademark, to control
the correct application. The ownership of this international trademark belongs GINETEX, this
International Association for Textile Care Labeling, has developed symbolic care labeling
system in 1975.

It was founded by

GINETEX (Groupement Internationale d’Etiquetage pour l’Entretien des Textiles – the

International Association for Textile Care Labelling) was established in 1963 with headquarters
in Paris and care symbols were registered as trademarks. Switzerland was one of the founding
countries, along with the Benelux countries, the Federal Republic of Germany and France. The
principles of GINETEX established at that time are still largely valid today. The care labelling
system, however, is continuously being adjusted in line with the latest technical and ecological
developments.
Neither interested users nor textile cleaning specialists with the best training possible were able
to get an overview of the situation, efficiently care for textiles and always avoid instances of
damage.

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STANDARDS

Industry standard

It is important that if you run a textile or clothing business to always include the care label with
your clothing. While not all retailers require a care/content label to be sewn in the garment.
However, if you are not sure then you can always check the corresponding vendor guide or
contact your buyer. If all else fails it’s always a good idea to have the label.

All care labels are specifically made to include the care and washing instructions for that specific
type or composition of material. No two care labels of different products are alike. It helps in
knowing how to take care of a certain type of fabric in terms of washing, drying or ironing.

INDIAN CARE LABELLING STANDARDS: 

The symbols used in Indian care labelling system are same as that of International care labelling
system. The five basic symbols are washtub, triangle, iron, circle, circle inside a square for the
processes of washing, bleaching, ironing, dry-cleaning, and tumble drying processes
respectively. The cross symbol superimposed on any of the basic symbols indicates the treatment
is not permitted. In addition to the above five symbols a bar under the washtub or circle indicates
that the treatment should be milder than that indicated by the same symbol without a bar, and a
broken bar under the washtub indicates a very mild washing process at 400oC.

International standards

ISO (International Standardization Organization) has supported the global standardisation of care
labels since 1970. This is due to the fact that the USA, Canada and Japan developed similar
symbol systems in the interim period and it was desirable to avoid a parallel development. Due
to the rapid increase in international trade and the major relocation of the textile industry to other

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production locations, standardisation became more important. Thanks to the introduction of care
symbols, it is now possible to offer consumers from different geographical and cultural
backgrounds a reliable and individual textile care information system that does not rely on
language or the alphabet.

The care symbols benefit from national and international trademark protection. The symbols
have this protection to ensure that there is no deviation from the established standard, which may
result in the specifications being blurred and watered down and essentially in users receiving
incorrect information. establishes a system of graphic symbols, intended for use in the marking
of textile articles, and for providing information on the most severe treatment that does not cause
irreversible damage to the article during the textile care process, and

The following domestic treatments are covered: washing, bleaching, drying and ironing.
Professional textile care treatments in dry and wet cleaning, but excluding industrial laundering,
are also covered. However, it is recognized that information imparted by the domestic symbols
will also be of assistance to the professional cleaner and launderer.

Symbols for industrial laundering can be found in ISO 30023.

This International Standard applies to all textile articles in the form in which they are supplied to
the end user.

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INSTRUCTIONS ON A CARE LABEL

Symbol Instructions

Washtub indicates washing.

Triangle indicates bleaching.

Iron indicates ironing.

Circle indicates dry-cleaning.

Square indicates drying.

Laundering: A process intended to remove soil or stains by washing with an aqueous

detergent solution (and possibly bleach) and normally including subsequent rinsing, extracting
and drying. 

Chlorine bleach: A process carried out in an aqueous medium before, during or after
washing processes, requiring the use of chlorine based bleaching agent for the purpose of
removing stains and/or improving whiteness. 

Dry-cleaning: A process for cleaning textile articles by means of organic solvents (eg,
petroleum, perchlorethylene, fluorocarbon). This process consists of cleaning, rinsing, spinning
and drying. 

Tumble drying: A process carried out on a textile article after washing, with the intention of
removing residual water by treatment with hot air in a rotating drum. 

Ironing: A method of pressing using a heated hand iron sometimes together with moisture or

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steam, and a gliding motion. 

Pressing: A process of smoothing and shaping by heat and pressure, with or without the
presence of steam.

WASHING INSTRUCTIONS

IRONING INSTRUCTIONS

CARE INSTRUCTIONS FOR SILK FABRIC

ASTM Care Labelling System:

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 In the ASTM System there are five basic symbols: washtub, triangle, square, iron and circle
indicating the process of washing, bleaching, drying, ironing or pressing and dry-cleaning
respectively. The prohibitive symbol “X” may be used only when evidence can be provided that
the care procedure on which it is superimposed would adversely change the dimensions, hand,
appearance, or performance of the textile. The symbols are described below

According to Federal Trade Commissions (FTC) rule 16 CFK 423, apparels should have
permanent care label that pro-vides information about their regular care. The purpose of the rule
is to give the consumers accurate care information to extend the useful life of the apparel. All the
textile wearing apparels used to cover or protect the body and all piece goods sold for making
home-sewn apparels are covered apart from shoes, belts, hats, neckties, nonwoven, one-time
garments. 

Care labels should not be considered as a guarantee or a quality mark of the product.
Manufacturers and importers of textiles, apparel and piece goods (sold to consumers for making
wearing apparel); and any organisation that controls the manufacturing or import of textile
wearing apparel or piece goods for making wearing apparel are covered in this rule.

According to ASTM D 3136-96, a care label is a label or other affixed instructions that report
how a product should be refurbished. FTC defines “care label means a permanent label or tag,
containing regular care information and instruction, that is attached or affixed in some manner
that will not become separated from the product and will remain legible during the useful life of
the product”.

A PREVIOUS STUDY ON CARE LABELS

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A SURVEY ON KNOWLEDGE ABOUT CARE LABEL ON GARMENTS
BY RESIDENTS IN EGYPT

Literature Review:

Studies conducted on care instructions on textile products first started at the end of the twentieth
century, when the companies started being more concerned with consumer satisfaction and
reducing the production cost at the same time. Even though these labels had first appeared as a
volunteer service, over time, they became dependent on some regulations. Care labels on textile
products act as a guide in the care of textiles . The aim is for garment products to retain their
quality during usage. Disregard for the care labels can result in deterioration of textile products
making them unattractive. Care labeling outlines how a user should care for a particular clothing
or textile product. The label provides things to do and not to do when cleaning or caring for the
product

Purpose of Study:

The purpose of the study was to establish whether women in Cairo city were aware of meaning
of care labels and were able to interpret information and follow it on these labels. Hopefully the
study will improve the way the women aware and apply care label information when laundering
clothes.

Research Questions:

The following research questions guided the study:

1-Do women in Cairo city aware of existing of care labels on garments?
2-Do women in Cairo city follow care label instructions when laundering garment?

Material and Methods:

A qualitative survey was used to collect data for the study from participants who actually
interact 126 out of 156. In the questionnaire, participants in the survey explained if they had an
idea about the care label and if they could follow the instructions. Questionnaire was used to
collect data from women to ascertain their awareness, knowledge and following the care labeling
instructions when laundering. Women were targeted because they are the ones who
normally do the laundry for their families.

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Following Care Labels Instructions

Second research question read: Do women in Cairo city follow care label instructions when
laundering garment?
Following care label instructions is considerably low. The first item, which indicates (always)
was only 20% of all ages; the second (sometimes) was only 43.33%, third one (once in a while)
was 50%, the fourth (Never) was 86.66% and the last one (don't know) was 80%. Thus, only
56% of the participants follow the instructions on care label on garment, and the rest did not. Fig
2 shows the mean values of following care label instructions when laundering garment for all
ages in percent.

Results and Discussions:

Awareness of existing care labels on garments First research question read: Do women in Cairo
city aware of existing of care labels on garments? Data collected has shown that the women were
not very knowledgeable about care labels on garments. The questionnaire and interview showed
that most of the participants don't care about searching for care labels or even see what's written
inside it, they ignore. As observed in Table 1, the awareness existing of care labels on garments
is considerably low. The first item, which indicates (always) was only 16.66% of all ages; the
second (sometimes) was only 43.33%, third one (once in a while) was 46.66%, the fourth
(Never) was 86.66% and the last one (don't know) was 86.66%. Thus, only 56% of the
participants have the awareness on care labels on garments, and the rest did not have any idea
about care labels. It was noted during the study that lack of knowledge on care labels resulted in
selection of incorrect laundering procedure

Recommendations

The study came up with the following recommendations:

1.Community based teaching programs on care labels.

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2.Pupils should receive the basic knowledge about care labels and laundry procedures required
for specified fibers and garments at primary school levels.
3.Concentration of consumers on the care label interpretation and significance.
4.Manufacturers to be encouraged to provide care labels on garment products to facilitate proper
care.
5.Suppliers can provide care instructions on: a removable ticket, a label attached to the goods or
a pamphlet accompanying the goods

The questionnaire and interview showed that most of the participants don't follow care label
instruction although they knew that it exists. It was observed that some of the women doing
laundering were considering care labels. Some of the women did look at labels in sorting clothes.

Some classified clothes by use of colors not checking care labels. It is important to first of all
identify treatment required for each garment by studying care labels. This will maintain textiles
in the best condition. It is important when sorting to check care labels. With regards to washing,
it was observed that most women washed all the clothes with cold water. However few of the
participants took note of the care labels in sorting garments for laundering purposes.

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Conclusion 

For consumers care symbols make sense when they can understand and follow the instructions.
Symbols should provide the same information to everyone without language barriers. Use of
symbols allow for smaller and more comfortable care labels. Smaller labels also cost less and
this could translate into consumer savings. The symbols are easy to understand with few basic
symbols. For manufacturers care symbols make even more sense. 

When harmonised with other countries, symbols will allow participation in a global marketplace
where symbols will clearly communicate the same information in all countries. Smaller labels
cost less to buy or manufacture and also cost less to inventory. Eliminating the need for different
labels for different countries can further reduce total inventory. So all the manufacturers should
attach care labelling instructions to the garment for the benefit of the consumers and to keep their
brands at a higher position. 

Due to globalisation and liberalisation processes it becomes more relevant for the garment
manufactures to use care labelling systems in the apparel. It is also very much essential for the
garment manufacturers to make awareness campaign regarding the utility of care labels for the
consumers. However while applying the care labels it is very important for the garment
manufacturers to understand the comfort criteria of care labels.

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 CHAPTER – 3

THE STUDY

1. Objective of the study

 To explore the extent to which customers really adhere to care label instructions
 To show there is no relation between gender and awareness on the existences of
care label.
 To show that there is no relation between checking care label while buying the
garment and while using it.

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 2. Research Methodology

 Approach of study

Our approach towards this study is through a survey. We formulated a questionnaire consisting
of 12 questions which we thought will bring the required result.

 Sample size

We conducted the survey on a sample size of 65 people.

 Sampling procedure

We did a convenient sampling as we did an online survey which was circulated by us to the
people we know. So, the responses are more from our age group people.

 Data collection method

We formulated a questionnaire and did an online survey through Google forms and we circulated
the information about the survey through social media.

 Limitations of the study

This study was carried out with a limited sample of 65 during the month of December. This can
be applied to any other population or situation after due modification.

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 CHAPTER – 4

ANALYSIS AND INTERPRETATION

 GENDER

In the responses collected, 43 (66.2%) were male respondents and 22 (33.8%) were female
respondents.

 AGE

This was asked as an open ended question. There were most responses from the age of 20 i.e. 8
people (12.3%) and the second most responses were from the age of 52 i.e. 6 people (9.2%). The
responses were scattered among different ages starting from the age of 17 to 61.

 EDUCATIONAL QUALIFICATION

The respondents were given with three choices – post graduate, under graduate and high school.
The respondents chose the category to which they belong accordingly. There was one more
option for respondent to give any other answer if he doesn’t belong to the above said category.

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Among the respondents, 43 people (63.1%) have finished their under graduation, 20 people
(30.8%) have finished their post graduation and only 1 (1.5%) respondent has finished only high
school.

 AWARENESS ABOUT EXISTENCE OF CARE LABEL IN A GARMENT

The 4th question in the questionnaire asks whether the respondents are aware of the the care label
or not and this question is asked to know whether the respondent is eligible to take the survey
since they should be aware of its existence to answer the further questions.

If the respondent has given ‘no’ as their answer, their further responses are not taken into
consideration for the study.

43 respondents (66.2%) have said yes to this question and only their responses are taken into
consideration for the further study.

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 Out of 22 female respondents, 14 responded that they are aware of the care label in a
garment whereas 29 out of 43 male respondents responded that they are aware of the acre label
in a garment. The expected value for female is 14.55 whereas for male, it is 28.44. The chi
square value for this relation is, P = 0.7589. Using the alpha significance level of 0.05, it is found
that the there is no relation between gender and awareness about care label existence.

Chi square test

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CHECKING THE INFORMATION ON CARE LABEL

26 respondents (60.4%) out of 43 have responded that they check the care label while buying the
garment whereas 31 respondents (72.09%) have responded that they check the care label while
taking care of the garment. Both of these questions were asked to check whether people who
check the care label while buying, also check it while taking care of the garment and vice versa.

Figure 1 Checking care label while buying

Out of 28 respondents who checks care label while buying garment, 22 respondents checks it
while taking care of the garment also. The chi square value, P, is 0.19 and it is found that there is
no relation between checking the care label while buying and while taking care of the garment.

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  CARE LABEL AND THE PRICE OF THE GARMENT

30 respondents (69.76%) responded that they follow the instruction given in a care label more
closely while taking care of a higher priced garment than a lower priced garment.

 WORDS OR SYMBOLS

The care labels usually comes out with both words and symbols and question 8 was asked to find
what do the customers prefer more – words or symbols. Most of the respondents responded that
they are okay with both symbols and words i.e. 11 people. 12 people responded that they prefer
words more than the symbols.

 CARE SYMBOLS

Out of 43 respondents, 29 people (67.44%) have said that they have tried to understand the care
symbols. question 10, gives the respondents with care labels symbols and checks whether they
are able to identify it. 20 respondents were able to identify the symbols.

Many respondents were able to identify iron and wash but failed to identify drying and
bleaching.

 CARE LABEL INFORMATION

For the question number 11, 6 respondents (13.95%) have said that the information on the care
label is extremely helpful, 15 respondents (34.88%) have said it is very helpful, 18 respondents

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(41.86%) have said it is somewhat helpful, 4 respondents (9.3%) believe that it is not so helpful
and 5 (11.6%) believe that the information given is not at all helpful.

23 respondents (53.48%) have answered no when they are asked whether they had any bad
experience because of not checking the acre label properly. People who have said yes have
shared various bad experiences like colour bleeding, wrinkles, etc,

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 CHAPTER – 5

FINDINGS OF THE STUDY

1. It can found from the responses for the question number 4 that not many people are aware
of the existence of the care label in a garment.
2. From the chi square test on gender and the question number 4, it can be said that there is
no relation between gender and awareness about the existence of care label in a garment
which contradicts the general stereotype that women are more aware about the things
related to clothes than men and women are more concerned about their garments than
men.
3. From the chi square test on the question number 5 and 6, it can be said that there is no
relation between checking the care label while buying and checking the care labels while
taking care of the garment. Generally, it is believed that if the customers are keen about a
particular thing while buying, then would use it or be conscious about it in the later stages
but that is contradicted here.
4. It can be found the interpretation of question number 6 that the customers, do adhere to
the care label information.
5. From the interpretation of findings regarding price, it can be said that customers are more
concerned about an expensive garment since they are paying more and want their
garment to last longer than a garment to which they have paid less.
6. From the interpretation of findings regarding symbols and words in a care labels, it can
be found that people prefer words in a care label than symbols.
7. It can found from question number 10, that even though people are aware of the care
label, they are not able to identify the the symbols clearly.
8. From the question number 11, many people find the information given in the care label is
helpful.
9. It can be found from question number 10 that, customer find it easy to identify a symbol
which resembles the process rather than the one which has a technical meaning.
10. Most of the customers have an experienced color bleeding and burnt garment while
ironing.

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 CHAPTER – 6

SUGGESTIONS AND RECOMMENDATION

 Since, it can found from the interpretation of question number 7 that the customers
adhere to the care label instruction more closely for a higher priced garment, the care
label in a high end garment should be more precisely framed.
 The care labels should be printed with more of wordings than symbols since the findings
from the survey states that people are more familiar with words than symbols.
 The symbols in the care label should be made in such a way that, it resembles the
process.
 If the customers look into the care label before washing and ironing, they can avoid
unwanted color bleeding and burnt garment while ironing. Since, findings state that these
occur frequently because of not using the care label.
 The care label in a garment should be made more noticeable since it can be seen that
many are not aware of its presence in a garment.
 The customers should start following the instruction in care labels to avoid any
mishappening.

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 CHAPTER -7

ANNEXURE

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 Questionnaire

1. Gender: Male Female others

2. Age ___
3. Educational qualifications
i) Under - Graduate
ii) Post- graduate
iii) High school
iv) others
4. Are you aware of the care label that is present on a garment?
a) Yes
b) No
*Continue further only if the answer is yes.
5. Do you check the information given on a care label while buying a garment
a) Yes
b) No
6. Do you check the information on a care label while taking care of the garment(i.e. while
washing, ironing)?
a) Yes
b) No
7. Do you follow the care instructions more closely for a higher priced garment than a lesser
priced garment.
a) Yes
b) No
8. Rate your preference.
Words on care labels 1 2 3 4 5 symbols on care labels
9. Have you ever tried to understand the care symbols on a care label?
a) Yes
b) No

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 10. Do you identify any of these? If so, name them.

11. Was the information provided on the care label useful?

i) Extremely helpful
ii) Very helpful
iii) Somewhat helpful
iv) Not so helpful
v) Not at all helpful
12. Did you have any bad experience because of not checking the care label properly?
a) Yes
b) No
If so, what is it? _______________________

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