San Fernando
Valley State College
CONSUMER BEHAVIOR RELATED TO DURABLE PRESS:
A COMPARATIVE STUDY BETWEEN PROFESSIONAL
HOME ECONOMISTS AND NON-HOME ECONOMISTS
A thesis submitted in partial satisfaction of the
requirements for the degree of Master of Scienc e in
Home Econom ics
by
Annette Smith Lund
June,
1
l . .. .
-
....... . ....
.. .... . .
.
.... .
. ..
.
. .
.
1969
•
The thesis of
San
Annette Smith Lund is approved:
Fernando Valley State College
June,
1969
I
I
I
L.....
..
....
---···· . . . --
. .. ..
..... -
. ...
............... .
- ... ..
.. ......... . . . .
..
ii
-· �- -� ..
·
--.- - · . ---�'�---�---------�------�-------��----�----------·-
--
--····-- .. . - · - - · · '·""
··-····· .-··-------
--------···-
- -
-· ·
- ----�·-·----·-··-----·-----·
. ··�- ·- -
ACKNOWLEDGEMENTS
In presenting this study relating to
durable press articles and their acceptance by
general women consumers and professional home
economists,
the author wishes to extend grateful
acknowledgements to the members of the thesis
committee,
Mrs.
Dr.
Marjory Joseph,
Betty Bailey;
and Dr.
Chairman;
Richard Campbell,
for their timely criticism and suggestions.
My appreciation is also extended to
the professional home economists and general
women
consumers who thoughtfully filled out
questionnaires and made possible the results
set forth in this thesis.
iii
. -
-
-
TABLE OF CONTENTS
Page
ACKNOWLEDGE.MENTS
LIST OF TABLES
•
.
.
.
iii
v
•
ABSTRACT
.
.
.
.
•
•
•
•
vi
Chapter
I.
II.
INTRODUCTION
•
•
.
.
.
. .
REVIEW OF LI TERATURE
1
7
Manufacturer's Aspects
Consumer Challenges and Opinions
III.
IV.
V.
MET HODOLOGY
•
•
45
.
48
PRESENTATION AND ANALYSIS OF DATA
SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
•
•
68
BIBLIOGRAPHY
82
APPENDICES .
91
iv
LIST OF
TABLES
Table
I.
Page
Acceptance of Durable Press by a Selected
Sample o f General Women Consumers and
Professional Home Economists
•
II.
•
•
•
•
•
•
•
•
•
•
•
•
•
•
.
•
.
•
Personal Data Supplied by Respondents
I
!
!
I
I
L...
--
· · - - ---
----
•
----- - - - -
·----- - - ----- -- - ---- ---- - --------- ---------
-------· -- - - - ·
..
v
50
54
•
60
Number of General Women Consumers and Pro­
fessional Home Economists in Sample Who
Indicated Difficulty in Stain Removal
I
I
•
•
.
v.
•
Opinions of a Selected Sample o f General
Women Consumers and Professional Home
Economists Concerning Care of Durable
Press
•
IV.
.
Factors Influencing Purchasing Habits of a
Selected Sample of General Women Consumers
and Professional Home Economists
.
III.
•
•
•
•
64
109
ABSTRACT
CONSUMER BEHAVIOR RELATED TO DURABLE PRESS:
A
COMPARATIVE STUDY BETWEEN PROFESSIONAL HOME
ECONOMISTS AND NON-HOME ECONOMISTS
by
Annette Smith Lund
Master of Science in Home Economics
1969
June,
The primary objective of this study was to
determine if basic differences exist between the attitudes
of professional home economists and the general woman
c onsumer in regard to:
press finish;
finish;
and
( 1)
acceptanc e of the durable
(2) purchasing habits relative to this
(3)
opinions concern ing value and care of
durable press items.
A questionnaire was developed,
v ised,
pre-tested,
re­
and mailed to a sample of women consumers and home
economists in Southern
California.
surveyed their experience
The questionnaire
in the areas of selection,
use,
and care of durable press products.
The results of th is survey indicated that con­
sumers and home economists who have purchased garments
with a good durable press finish have been satisfied with
the articles and that they would like the finish used on
vi
room for improvement.
Th e survey reveals that self-
smoothing characteristics of dura ble press fabric� become
less effective in most articles after successive launderings.
Furthermore,
both groups found grease,
oil,
and
ball-point pen stains the most difficult to remove from
durable press garments.
.
fessional
General women consumers and pro­
home economists,
based on their responses,
I
showed a lack of experience with durable press articles
containing a soil release finish.
More home economists than consumers feel labels
play an important part in the selection of their clothing
items.
Purchasing habits of both groups relative to
durable press items
revealed no significant di fference in
the selection of ready-to-wear items according to fabric
In addition,
finish.
both groups are psychologically
influenced by advertisements and current fads in their
purchasing habits.
Based on the opinions determined from this
s urvey,
it is recommen ded that
(1) a similar research
study be conducted in another geographic area of th e
co untry to substantiate or to indicate d iffering
opinions�
and
(2) a researc h study be conducted that
would compare the respondents'
characteristi cs of age
a nd amount of experience with the purchase and care of
durable press items.
vii
CHAPTER I
INTRODUCTION
Durable press is one of the most important
finishes in today's textile market.
It provides crease
resistance and enables a garment to keep its original
shape-retaining properties and appearance through out the
l ife of the article
(37:39).
This type of finish when used on natural fibers,
such as cotton,
resulted in defects of discoloration and
damage by abrasion.
Further research and development
ind icated that polyester/ cotton bl ends produced more
desirable fabric properties in the form of strength,
abrasion
and ha nd
.
resistance,
durable press performance,
styling
•
Today,
virtually all durable press articles are
produced with fabrics containing cellulosic and synthetic
fibers.
Utilizi ng synthetics to reinforce·�ellulosic
fibers contributes to the strength of the fabric.
The
thermoplastic nature of synth etics enables them to be
shape set by pressing and curing techniques.
The union
of synthetic/cellulosic fibers helps maintain th e
smoothness and crease retention attributes of durable
press articles.
1
2
Acceptance of the durable press finish is
evidenced by its widespread use in children' s clothes,
men' s and women' s apparel and household furnishings.
Durable press was largely made possible by
(48:9) :
1.
the tremendous technological advances in blended
fabric engineering;
2.
the development of resins and auxiliaries suit­
able for deferred-cure; and
3.
revolutiona ry changes made by the garment cutting
industry in its tailoring.
Apart from the above advancements,
certain
difficulties have been encountered by consumers in the
purchasing,
constructing,
and laundering of items having
a durable press finish.
To specifical.ly answer questions in this area,
a
research project was undertaken to determine if durable
press articles meet the needs of ultimate consumers.
In
addition to an appraisal of progress made in acceptance
o f the durable press finish,
there also existed the need
for a careful evaluation of strengths and limitat ions of
this finish,
along with areas in which it could be
im-
proved.
Justification of the Study
The primary objective of this study was to
dete rmine if basic differences exist between professional
home economists and the general woman consumer in regard
to:
3
1.
Their acceptance of the durable press finish.
2.
Their purchasin g habits relative to this
finish.
3.
Their opinions concerning care of durable
press items.
It was anticipated that from such a study,
. questions and hypotheses could be raised for future
research and th us aid manufacturers in the production of
items that would m ore fully satisfy the needs of con­
sumers.
Translation o f experienc e from the consumer
l anguage to the manufacturing lan guage is of utmost
importan ce.
In th is way,
the-product can be improved
or eliminated.
In an atte mpt to accompl ish th e for egoing
objectives,
questionnaires designed to collect data
regarding durable press and customer satisfactio n were
mailed to women consumers in the Southern Ca lifornia
area.
In addition,
a similar questionnaire was mailed
to home economists in the same general-area.
Within these broad areas,
through comparative study,
an attem pt was made,
to answer the fo llowing
questions in order to distinguish between professional
home e conomists and genera l c onsumers:
1.
Do general consumers and home economists,
particular,
2.
like du rable
When purchasing
items,
press articles?
do consumers
in
4
specifically ask for arti cles with durable
press finishes?
3.
Do consumer s,
including home economists,
feel durable press products are dependable
and designed to meet their needs?
4.
Is there sufficient informati on inclu ded
with the article concerning the proper care
of the item purchased?
5.
Do the general consumers and home economists
feel the increased expense in purchasing
durable press articles compensates for the
time and effort saved in caring for suc h
articles?
Null Hypotheses
The following null hypotheses have been set forth
in order to apply various statistical techniques to the
sUbject matter involved.
Hypothesis I.
There is no difference in acceptance of durable
press by a selected sample of professional home
economists and a selected sample of consumers who do
not have some economics trai ning.
Hypotheses II.
There is no difference in purchasing habits
. 5
relative to durable
sample
press items between a selected
of professional
home economists and a selected
sample of consumers who do not
have home economics
training.
Hypothesis III.
There is no difference in opinions expressed
concerning the care of durable press articles between a
selected sample of professional home economists and a
selected sample of consumers who do not have home
economics tra ining.
The c hi square method of statistical evaluation
was utilized to test the significance of the research
findi ngs.
Assumptions
1.
Rational motivation is not always the controlling factor in consumer purchases.
2.
Professional home economists are educated in
consumer
problems relatin g to
textile and
clothing.
3.
General consumers are not fo rmally trained
in clothing and textiles.
Delimitati ons
Practicalities of time and financial resources
necessarily limited the scope of this study to include
home economists and consumers in a limited geographic
6
a rea.
Finally,
the findings of any study composed of
opinions is sub ject to the vagaries of human nature.
Definition of Terms
For the purpose of this research,
the following
definition was adopted.
Durable press. --A new technological advan cement
in textiles.
It is considered the ultimate in wash and
wear since it requires no ironing during the normal
useful life of the article.
to as permanent press.
It is frequently referred
� ---�--� ""'___
·
------·· ··-·---�----·------�----------------------'-·--------�-----
·--------- ------··
.. - """
·-'"· . .. -------�-------------�
···· · ·
-
. ... . -· ·····
. - - ---
--
CHAPTER II
REVIEW OF LITERATURE
A finish can be defined as any process applied
to a fiber,
yarn or fabric either before or after weaving,
which alters the appearance,
the
hand,
or the perform­
ance.
Properties of a fiber can be completely changed
by a finish.
Pieces of the same cloth can be altered
in such a manner that they bear little resemblance to
each othe r.
A poor fabric cannot be made good through
a finishing process;
a good fabric can be made
however,
poor throug h improper finishing
(30:25).
Arts and techniqu es of finishing have become as
important as the fiber content and are applied to
fabrics for specific en d uses.
The durable press finish enables a fabric to
stay smooth,
pleats and creases keep their sharpness,
and l ittle or no ironing is required
hi stor y dates back to Foulds,
orig inators of wash and wear
(31:664) .
Marsh and Wood,
(66:43) .
Its
the
Durable press
was the next log ic al step in the development of garments
that were easy to care for.
During the wash and wear period,
7
great strides
8
i---·
I
-
. . . . --· --�- -------
--··--· ·----.------··------ ··---
---- ---� ------- -
were made in the manufacturing of apparel;
however,
wash
and wear mater ial did not f ully meet the needs of the
consumer an d resulted in efforts to improve the product
or technique.
During
1953 and 1954, patent applications
were made for permanently pleating fabrics by M.
E.
F.
Semlitz,
J.
Leving,
and F.
G.
Brown.
three were granted patents on November
latter was given a patent on December
In the
processes used,
Zinamon,
The first
6, 1956 and the
24, 1957
(66:44).
the resin was dried in the fabric
and pleats were then introduced and heat set.
Warnock and Hubener
in February,
March
1956.
(66:44) filed for a patent
It was issued five years later on
14, 1961 and was assigned to the Koret Company.
In the method used,
into garments,
Hurwitz
the fabric was treated,
dried,
made
and cured in an oven.
{66:44) submitted a patent application
for a complete durable press process on fabrics or
garments almost a year later than the Koret application.
However,
the patent was issued earlier,
The Southern Regional
in August,
1960.
Research Laboratory
(66:44) initiated work on the application of r esin
fo rmulations to cotton garments for the purpose of
imparting permanent creases to them.
two parts:
The project had
application to finished garments and
application to yard goods.
Resin curing in each case
was accomplished on the·completed garments.
58
inclined to read labels carefully than the consumers
(69 percent).
The consumers (58 percent)
feel label
information is generally easy to understand, while the
home economists (46 percent) are less satisfied in this
area.
At the same time, approximately one-fourth of
the home economists and consumers feel that the label
information is usually easy to understand.
Only 32 percent of the home economists as
compared with 78 percent of the consumers feel that
tags on the durable press articles contain adequate
instruct~ons
for proper care and maintenance.
At the
same time, 57 percent of the home economists as
compared with 19 percent of the consumers feel that the
instructions on these tags are only sometimes adequate.
Again, concerning tags, 54 percent o·f the home
economists as compared with 41 percent of the consumers
save their tags for future reference in the care and
maintenance of their articles.
The implications of the findings are that the
purchasing habits of both home economists and consumers
are motivated by current fads as well as television,
newspapers, and other advertising media.
The percentages
also indicate that the home economists as well as the
consumers do not overwhelmingly and specifically select
articles with durable press finishes.
There appears to be a variation between the
59
home economists and the general women consumers
concerning the importance of labels, the reading of
labels, the understandability of labels, the adequacy
of labels, and the saving of labels.
Hypothesis III.
There is no difference in opinions expressed
concerning care of durable press articles between a
selected sample of professional home economists and a
selected sample of consumers who do not have home
economics training.
According to Table III, page 60, only 61
percent of the home economists as compared with 73
percent of the consumers found durable press articles
easy to launder.
In responding to the question concerning
effectiveness of self-smoothing characteristics of
· durable press fabrics being diminished after successive
laundering, the home economists answered 45 percent
11
ye·s,
11
34 percent
11
sometimes 11 and 13 percent
11
no.
11
The consumers in responding to the same question
replied 26 percent
28 percent "no.
11
yes,
11
44 percent
11
sometimes" and
11
The home economists (63 percent) and the
consumers (47 percent)
found stains difficult to remove
from durable press garments without soil release finishes.
TABLE Ill
OPINIONS OF A SELECTED SAMPLE OF GENERAL WOMEN CONSUMERS AND PROFESSIONAL HOME
ECONOMISTS CONCERNING CARE OF DURABLE PRESS
CONSUMERS
a
Item
Yes
Total Number of Respondents
No
SomeOpinion
times
No
Chi b
Square
Found D.P. easy to
launder
62 (73)
3 (4)
17 (20)
3 (4)
Self-smoothing
effectiveness of
D.P. after successive launderings
22 (26)
24 (28)
37 (44)
2 (2)
Stains difficult to
remove from D.P.
garments without soil
release finish
40 (47)
15 (18)
27 (32)
3 (4)
6. 53~·,
9 ( 11)
16 (19)
19 (22)
41 (48)
3·97
Stains difficult to
remove from D.P.
garments with so i I ·
release finishes
3-56
14.55,hh':
0'1
0
TABLE I JJ.--(Continued)
HOME ECONOMISTS
Total Number of Reseondents
a
Chi
Square b
Item
Yes
No
Sometimes
No
0 inion
Found D.P. easy to
1aunder
80 (61)
9 (7)
37 (28)
6 (5)
Self-smoothing
effectiveness of
D.P. after successive launderings
59 (45)
17 (13)
45 (34)
11 (8)
14.557dn'c'
Stains difficult to
remove from D. P.
garments without soil
release finish
83 (63)
11 (8)
35 (27)
3 (2)
. 6. 53~'c'
6 (5)
24 (18)
40 (30)
62 (47)
3·97
Stains difficult to
remove from D.P.
garments with soil
release finishes
3-56
ap ercent .1n parent hes1s.
.
b*Significant at .05 level; in'c'Significant at .01 level; inh'c'Significant at .001 level.
en
I-'
"62
Furthermore, the home economists (27 percent)
consumers (32 percent)
indicated they
11
and the
sometimes"
have difficulty in removing stains from durable press
articles without soil release finishes.
Approximately one-fifth of the home economists
and consumers did not find stains difficult to remove
from durable press garments with soil release finishes.
Only 5 percent of the home economists and 11 percent
of the consumers still found stains difficult to
remove from durable press garments with soil release
finishes.
On this particular question, there appears
to be a significant percentage of home economists
(47 percent) and consumers (48 percent) with no opinion.
This may be due to the fact the soil release finish
is relatively new and many people may not be· familiar
with it.
Analysis of this data indicated that both the
consumer and the home economist generally find durable
press articles easy to launder.
However, they find the
self-smoothing characteristics of these art·icles become
less effective after successive launderings and touchup ironing is necessary.
Both the home economists
and the consumers indicated they have difficulty
removing stains from the durable press articles with and
without soil release finishes.
This apparent difficulty
with removing stains appears to contradict their
63
opinions relating to the ease of laundering durable
press items.
It would seem that the home economists
and consumers were unable to properly relate the above
items.
As indicated in Table IV, page 64, home
economists found grease (79 percent), oil (67 percent),
and ball-point pen ink (57 percent) the most difficult
stains to remove from durable press garments without
soil release finishes.
The consumers were in agreement,
wherein they include grease (66 percent), oil (56
~
percent), and ball-point pen ink (54 percent).
Concerning durable press garments with soil
release finishes, both the home economists and consumers
find the preceding stains still difficult to remove.
At the same time, approximately two-thirds of the home
economists and three-fourths of the consumers indicated
11
no answer. 11
The implications of the percentages of this
table are that both the home economist and the consumer
agree that stains are more difficult to remove from
durable press garments without soil release finishes
than from durable press garments with soil release
finishes.
At the same time, both groups indicate that they
still have a problem with stain removal even when durable
press garments have a soil release finish.
Grass and
TABLE IV
NUMBER OF GENERAL WOMEN CONSUMERS AND PROFESSIONAL HOME ECONOMISTS
IN SAMPLE WHO INDICATED DIFFICULTY IN STAIN REMOVAL
Stain
Stain Removal from Durable Press without Soil Release Finish
b
Consumer
Home Economist
Chi Square
a
a
No.
No.
Ball point pen
46 (54)
Coffee
Grape juice
Grease
Ketchup
Lipstick
ll {13)
75 (57)
26 (20)
15 (18)
11 (8)
56 (66)
104 (79)
8 (9)
4 (3)
10 ( 12)
37 (28)
5-51
5-50 .
Make up
8 (9)
34 (26)
6. 36~H:
Mustard
Oi J
17 (20)
15 ( 11)
48 (56)
89 (67)
5.36
0.02
6 (7)
13 (10)
0. 13
J. 12
0.64
6. 62·k-::
0.0]
Penc i 1
Tea
Other
5 (6)
13 (10)
0.50
14 (16)
18 (14)
1.19
No answer
21 (25)
15 {11)
~
~
TABLE IV.--(Continued)
"Stain Removal from Durable Press with Soil Release Finish
Consumer
a
No.
Home Eco nom i s t
a
No.
10 ( 12)
22 (17)
0.70
Coffee
3 (4)
6 (5)
0.04
Grape juice
2 (2)
1 ( 1)
1.24
21 (25)
32 (24)
1.23
( 1)
2 (2)
0.01
Lipstick
5 (6)
9 (7)
0.003
Make up
2 (2)
5 (4)
0.20
Mustard
2 (2)
7 (5)
0.90
18 {21)
26 (20)
]. 17
( 1)
3 (2)
0.23
2 (2)
5 (4)
0.20
7 (8)
61 '(72)
4 (3}
4.24~"c-
Stain
Ball point pen
Grease
Ketchup
0j 1
Penc i 1
Tea
Other
No answer
Chi Square
b
90 (68)
ap ercent .1n parent hes1s.
.
b~'•Significant at .05 level; ~h'•Significant at .01 level; ~h'~'•Significant at .001 level.
0'\
lJ1
66
perspiration stains were also considered difficult
to remove, according to comments made by respondents.
While the general woman consumer and professional
home economist accepted the durable press finish,
specific complaints were cited in the returned questionnaires.
These complaints follow.
1.
Durable press articles are difficult to
alter, have a stiffer hand, and are
uncomfortable in hot weather.
2.
Shirts and dresses appear to have a longer
wear life than trousers.
Consumers feel
trouser material is weakened by the durable
press finish, particularly in the pocket
area and along creases.
3.
Consumers feel durable press material, by
the yard, lacks sufficient information for
proper care of the fabric.
It tears
easily, if printed off grain it cannot be
straightened, and it is press resistant.
Some complaints were received concerning
an unpleasant odor in permanent press
fabrics.
4.
Some respondents complained of skin rashes
resulting from the permanent press finish
and suggested cautionary statements on
labels.