Quantum copyright Quantime Ltd. 1985-1992 Page 1 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 1 Whether have occasion to do any of household's laundry. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 1013 507 506 109 164 217 196 121 180 109 165 226 110 283 567 437 359 Respondents Analyzed Weighted 1000 482 518 127 206 224 168 109 163 93 148 193 91 381 574 422 380 Respondents Yes 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 87.7% 78.5% 96.3% 84.2% 90.8% 90.6% 88.3% 84.5% 84.5% 90.9% 88.0% 91.2% 85.8% 87.2% 85.7% 90.8% 89.7% No 122 104 19 20 19 21 20 16 25 8 18 16 13 49 82 39 39 12.2% 21.5% 3.6% 15.8% 9.2% 9.4% 11.7% 15.0% 15.5% 9.1% 12.0% 8.5% 14.2% 12.8% 14.2% 9.2% 10.3% Don't know 1 - 1 - - - - 1 - - - 1 - - 1 - - 0.1% - 0.1% - - - - 0.5% - - - 0.3% - - 0.1% - - Page 2 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 2 Whether household owns any clothing labeled "Dry Clean". *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 1013 507 506 109 164 217 196 121 180 109 165 226 110 283 567 437 359 Respondents Analyzed Weighted 1000 482 518 127 206 224 168 109 163 93 148 193 91 381 574 422 380 Respondents Yes 749 336 413 95 158 174 134 74 111 52 90 147 66 327 440 308 302 74.9% 69.7% 79.7% 74.4% 76.9% 77.9% 80.1% 67.4% 68.4% 56.0% 60.7% 76.1% 72.7% 86.0% 76.7% 72.9% 79.4% No 241 137 103 31 45 48 33 35 48 41 55 45 24 50 129 109 74 24.1% 28.5% 20.0% 24.6% 21.9% 21.3% 19.6% 32.0% 29.7% 44.0% 37.1% 23.4% 26.6% 13.1% 22.6% 25.8% 19.4% Don't know 10 8 1 1 2 2 1 1 3 - 3 1 1 3 4 6 5 1.0% 1.8% 0.3% 1.0% 1.2% 0.8% 0.4% 0.6% 1.9% - 2.2% 0.5% 0.7% 0.9% 0.7% 1.4% 1.2% Page 3 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 1013 507 506 109 164 217 196 121 180 109 165 226 110 283 567 437 359 Respondents Analyzed Weighted 1000 482 518 127 206 224 168 109 163 93 148 193 91 381 574 422 380 Respondents Requires special care 809 398 411 106 171 185 135 81 130 65 118 158 71 325 472 336 316 _____________________ (Net) 80.9% 82.5% 79.5% 83.1% 83.1% 82.5% 80.5% 73.9% 79.7% 69.5% 79.6% 81.8% 78.5% 85.5% 82.3% 79.6% 83.1% _____ -Must be dry cleaned/ 732 365 368 97 149 170 117 75 122 62 106 145 65 293 424 307 283 professionally 73.2% 75.6% 71.0% 75.8% 72.3% 76.0% 70.0% 68.6% 75.3% 66.4% 71.5% 75.2% 71.5% 76.9% 73.9% 72.7% 74.4% cleaned/specially taken care of -Can't be washed/ 70 36 34 5 12 18 18 9 9 4 11 14 7 25 46 25 26 should not launder 7.0% 7.5% 6.6% 3.7% 5.8% 8.2% 10.5% 8.5% 5.3% 4.5% 7.1% 7.4% 7.8% 6.6% 7.9% 5.9% 6.8% it/avoid washing machine -Will be ruined if not 32 15 17 2 7 6 11 2 4 1 4 2 3 18 20 12 15 dry cleaned/will 3.2% 3.0% 3.3% 1.9% 3.5% 2.5% 6.8% 1.4% 2.2% 1.6% 3.0% 0.9% 3.7% 4.6% 3.5% 2.8% 4.0% shrink -Dry clean certain 18 7 11 5 1 3 5 3 1 2 6 1 1 6 15 3 9 fabrics/for delicate 1.8% 1.4% 2.2% 4.0% 0.6% 1.3% 3.2% 2.6% 0.6% 2.1% 3.8% 0.7% 1.4% 1.7% 2.6% 0.8% 2.3% material/for certain items -Depends on fabric as 17 1 17 1 6 3 2 2 3 - - 5 - 10 12 5 7 some can be washed 1.7% 0.1% 3.2% 1.1% 3.1% 1.2% 1.0% 1.9% 2.0% - - 2.6% - 2.7% 2.1% 1.3% 1.8% Alternative Cleaning 133 33 101 25 25 29 18 17 20 10 20 28 7 57 69 64 44 ____________________ Methods (Net) 13.3% 6.8% 19.5% 19.3% 12.3% 12.8% 10.7% 15.2% 12.6% 11.2% 13.7% 14.6% 8.2% 15.0% 12.1% 15.2% 11.6% _____________ -Wash by hand/hand 35 2 33 5 9 10 3 2 6 4 5 7 1 18 19 16 14 wash in cold water 3.5% 0.4% 6.4% 3.9% 4.6% 4.6% 1.5% 1.8% 3.5% 4.1% 3.1% 3.6% 0.7% 4.7% 3.3% 3.8% 3.8% -Wash it myself/wash 29 14 15 4 5 6 6 5 3 4 4 7 3 10 15 14 7 it (unsp) 2.9% 3.0% 2.8% 3.4% 2.4% 2.5% 3.7% 4.3% 1.8% 4.0% 2.4% 3.4% 2.9% 2.5% 2.6% 3.3% 1.9% Page 4 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Weighted 1000 482 518 127 206 224 168 109 163 93 148 193 91 381 574 422 380 Respondents -Wash in Woolite/ 20 5 16 2 6 1 5 5 1 - 5 5 1 8 12 8 6 product similar to 2.0% 0.9% 3.0% 1.4% 3.0% 0.6% 2.8% 4.8% 0.6% - 3.4% 2.6% 1.0% 2.0% 2.1% 1.9% 1.7% Woolite -Hang dry/don't dry 16 5 11 10 2 2 2 - 1 1 - 6 - 9 4 11 4 1.6% 1.0% 2.1% 7.7% 0.9% 0.7% 1.1% - 0.4% 1.3% - 2.9% - 2.4% 0.8% 2.7% 0.9% -Wash on gentle cycle/ 14 1 13 2 4 5 2 2 - 1 2 4 1 7 12 2 8 gentle cycle in cold 1.4% 0.3% 2.5% 1.7% 1.7% 2.1% 1.1% 1.5% - 1.2% 1.2% 1.8% 0.9% 1.8% 2.1% 0.4% 2.2% water -Wash in cold water 7 - 7 1 - - 1 1 4 1 1 1 1 - 2 5 1 0.7% - 1.3% 0.6% - - 0.3% 1.3% 2.3% 0.7% 0.5% 0.6% 1.0% - 0.3% 1.1% 0.2% -Other alternative 24 9 15 3 - 8 1 5 7 2 4 4 2 9 13 11 7 cleaning methods 2.4% 1.8% 2.9% 2.0% - 3.7% 0.8% 4.2% 4.3% 2.4% 3.0% 2.0% 1.7% 2.4% 2.3% 2.6% 1.8% Limited wear/Limited 69 22 47 2 6 15 18 10 18 8 18 5 11 19 37 32 17 ____________________ purchasing of dry clean 6.9% 4.5% 9.1% 1.5% 2.9% 6.8% 10.5% 9.0% 11.3% 8.6% 12.0% 2.4% 12.2% 4.9% 6.4% 7.7% 4.4% _______________________ clothing (Net) ______________ -Don't buy dry clean 59 18 41 1 4 14 14 9 16 6 16 4 9 15 31 27 12 only clothes/never 5.9% 3.8% 7.8% 1.1% 1.9% 6.3% 8.6% 8.1% 10.0% 6.1% 11.0% 2.1% 10.2% 3.9% 5.5% 6.5% 3.2% had any -Don't wear item much/ 12 3 8 * 2 1 4 1 3 4 2 1 2 4 5 6 5 wear item very little 1.2% 0.7% 1.6% 0.4% 1.0% 0.5% 2.4% 0.9% 1.8% 4.1% 1.0% 0.3% 2.0% 1.0% 0.9% 1.5% 1.2% Expense/Cost Issues 45 17 28 7 11 10 10 2 5 9 7 11 3 11 24 21 19 ___________________ (Net) 4.5% 3.5% 5.4% 5.2% 5.2% 4.3% 6.0% 2.0% 3.3% 10.0% 4.6% 5.7% 3.3% 2.8% 4.2% 4.9% 5.1% _____ -Dry cleaning is 37 13 24 5 10 8 8 2 4 9 5 9 3 9 20 18 15 expensive/will cost 3.7% 2.8% 4.6% 4.1% 4.9% 3.4% 5.0% 2.0% 2.4% 10.0% 3.3% 4.5% 3.3% 2.3% 3.4% 4.2% 4.0% money to have item cleaned Page 5 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Weighted 1000 482 518 127 206 224 168 109 163 93 148 193 91 381 574 422 380 Respondents -Other references to 7 3 4 1 1 2 2 - 2 - 2 2 - 2 4 3 4 expense/cost 0.7% 0.7% 0.7% 1.1% 0.3% 0.9% 1.0% - 1.0% - 1.3% 1.2% - 0.5% 0.7% 0.7% 1.0% Hassle/Inconvenient to 15 3 12 * 2 8 3 2 - 2 4 1 - 6 8 7 6 take to cleaners 1.5% 0.5% 2.4% 0.4% 1.1% 3.4% 1.8% 1.6% - 2.4% 2.6% 0.7% - 1.5% 1.4% 1.7% 1.5% Don't go to the cleaners 6 2 4 - 1 3 * 1 1 - - * 1 3 5 1 3 0.6% 0.5% 0.8% - 0.5% 1.2% 0.2% 0.8% 0.8% - - 0.2% 1.1% 0.7% 0.9% 0.3% 0.7% Wifes responsibility/ 5 5 - - 1 1 2 - 1 - - 2 2 1 5 - 1 have wife take care of 0.5% 1.0% - - 0.5% 0.3% 1.2% - 0.8% - - 1.2% 2.2% 0.2% 0.9% - 0.3% Other 48 24 24 3 10 11 7 9 8 10 7 8 3 17 30 17 17 4.8% 4.9% 4.6% 2.3% 4.7% 4.8% 4.1% 8.4% 5.0% 11.0% 4.7% 3.9% 3.2% 4.4% 5.2% 4.0% 4.5% Nothing 11 7 5 2 1 1 2 2 2 2 2 2 - 4 7 3 3 1.1% 1.4% 0.9% 1.8% 0.6% 0.3% 1.4% 2.2% 1.0% 2.3% 1.0% 1.2% - 1.0% 1.2% 0.6% 0.9% Don't know 13 10 3 4 1 - 2 4 2 3 - - 1 8 7 6 5 1.3% 2.0% 0.6% 3.0% 0.6% - 1.1% 3.4% 1.1% 3.3% - - 0.8% 2.0% 1.2% 1.5% 1.4% Refused/No answer * * - - - * - - - - * - - - * - - 0.1% 0.1% - - - 0.2% - - - - 0.3% - - - 0.1% - - Page 6 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 4 Whether EVER washed or laundered any clothing labeled "Dry Clean". *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 1013 507 506 109 164 217 196 121 180 109 165 226 110 283 567 437 359 Respondents Analyzed Weighted 1000 482 518 127 206 224 168 109 163 93 148 193 91 381 574 422 380 Respondents Yes 491 155 336 61 105 105 83 62 73 47 60 108 48 181 293 197 202 49.1% 32.2% 64.8% 48.2% 51.1% 46.9% 49.5% 57.0% 44.7% 50.8% 40.4% 56.0% 53.1% 47.5% 51.1% 46.6% 53.2% No 492 313 179 65 96 117 84 47 82 45 82 83 42 194 267 222 175 49.2% 64.9% 34.6% 51.1% 46.8% 52.3% 50.0% 43.0% 50.2% 48.5% 55.3% 42.8% 46.3% 51.0% 46.6% 52.6% 46.1% Don't know 17 14 3 1 4 2 1 - 8 1 6 2 1 5 13 4 3 1.7% 2.9% 0.6% 0.7% 2.1% 0.8% 0.5% - 5.2% 0.8% 4.3% 1.2% 0.7% 1.4% 2.3% 0.9% 0.7% Page 7 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 5 Whether machine wash or hand wash items. (Base: Have laundered clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 488 157 331 51 87 96 97 65 82 55 64 124 58 130 279 206 182 Respondents Analyzed Weighted 491 155 336 61 105 105 83 62 73 47 60 108 48 181 293 197 202 Respondents Machine wash only 249 110 140 35 57 50 47 32 28 28 27 49 28 102 150 99 111 50.8% 70.7% 41.6% 56.3% 54.0% 47.9% 56.2% 51.6% 38.9% 59.2% 44.7% 45.5% 58.2% 56.3% 51.3% 50.2% 54.7% Hand wash only 143 27 115 10 29 35 24 15 30 13 17 39 11 41 89 53 55 29.1% 17.6% 34.4% 16.9% 27.3% 33.2% 28.5% 23.7% 40.8% 27.9% 27.6% 36.0% 22.3% 22.7% 30.5% 27.2% 27.1% Both/Depends 94 15 79 16 19 20 13 13 13 6 14 19 9 37 48 45 36 19.1% 9.7% 23.4% 26.8% 17.9% 18.9% 15.3% 21.1% 17.4% 12.9% 24.1% 17.7% 19.4% 20.3% 16.4% 22.7% 17.8% Don't know 5 3 2 - 1 - - 2 2 - 2 1 - 1 5 - 1 1.1% 2.0% 0.6% - 0.8% - - 3.6% 2.9% - 3.6% 0.8% - 0.7% 1.8% - 0.4% Page 8 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 6 Wash cycle used. (Base: Have Machine washed clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 328 121 207 39 60 65 69 47 45 38 40 81 45 97 181 145 127 Respondents Analyzed Weighted 343 125 218 51 75 70 59 45 41 34 41 68 37 139 199 143 147 Respondents Gentle 126 27 100 11 28 26 25 19 16 12 18 20 15 51 80 46 56 36.8% 21.4% 45.6% 21.3% 37.0% 37.5% 42.2% 42.7% 39.6% 35.2% 42.5% 29.2% 39.3% 36.9% 40.2% 31.8% 38.4% Regular 90 47 44 16 23 17 13 11 10 7 10 18 9 41 50 40 39 26.4% 37.6% 19.9% 32.3% 30.6% 23.7% 22.5% 24.8% 23.5% 20.2% 25.3% 26.4% 23.0% 29.5% 25.4% 27.9% 26.4% Delicate 66 13 53 9 17 16 14 4 6 7 8 14 6 27 32 34 26 19.3% 10.1% 24.5% 17.8% 22.1% 23.0% 22.9% 9.0% 15.7% 21.9% 20.0% 20.8% 16.1% 19.5% 16.2% 23.6% 17.8% Permanent-Press 28 18 10 7 3 3 5 6 3 3 4 4 4 10 14 13 10 8.1% 14.3% 4.6% 13.9% 4.5% 4.4% 8.5% 14.2% 6.8% 10.1% 10.5% 6.2% 11.8% 7.2% 7.2% 9.4% 6.8% Pre-soak 3 - 3 3 - - - - - - - - - 3 - 3 3 0.9% - 1.4% 6.0% - - - - - - - - - 2.2% - 2.2% 2.1% Other 11 7 4 1 3 2 3 1 2 2 - 3 * 5 10 1 7 3.2% 6.0% 1.7% 1.7% 3.4% 2.8% 4.7% 2.8% 4.1% 5.8% - 4.5% 1.2% 3.6% 4.9% 1.0% 4.9% Don't know 22 14 8 4 2 6 1 4 5 2 2 10 3 3 13 8 7 6.4% 11.1% 3.6% 7.0% 2.5% 8.6% 2.4% 8.9% 11.9% 6.9% 4.4% 14.0% 8.6% 2.4% 6.7% 5.9% 4.9% Page 9 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 7 Water temperature used for wash cycle. (Base: Have Machine washed clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 328 121 207 39 60 65 69 47 45 38 40 81 45 97 181 145 127 Respondents Analyzed Weighted 343 125 218 51 75 70 59 45 41 34 41 68 37 139 199 143 147 Respondents Cold 211 58 152 33 47 43 43 23 20 22 27 41 24 86 121 88 87 61.5% 46.9% 69.9% 65.0% 62.1% 61.9% 72.4% 51.8% 49.7% 65.2% 66.7% 59.8% 64.2% 61.8% 61.1% 61.8% 59.1% Warm 108 49 58 13 24 25 13 17 15 10 10 22 8 48 65 43 56 31.4% 39.6% 26.8% 25.1% 31.5% 36.1% 22.6% 38.1% 37.1% 29.2% 24.2% 31.6% 21.3% 34.8% 32.6% 30.0% 38.0% Hot 13 12 1 4 - 1 4 1 2 1 - 3 2 5 5 7 4 3.8% 9.6% 0.4% 8.7% - 2.0% 7.0% 1.4% 5.6% 3.8% - 4.0% 6.3% 3.5% 2.7% 5.2% 2.6% Don't know 16 8 8 3 5 - 1 4 3 2 4 5 3 2 9 7 5 4.7% 6.4% 3.7% 6.0% 6.4% - 1.2% 9.7% 7.2% 5.2% 9.1% 7.4% 8.2% 1.2% 4.7% 4.6% 3.3% Refused/No answer 1 1 - - - - - - 1 - - - - 1 - 1 - 0.2% 0.6% - - - - - - 1.9% - - - - 0.5% - 0.5% - Page 10 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 8 Whether satisfied with the results of washing or laundering "Dry Clean" items. (Base: Have laundered clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 488 157 331 51 87 96 97 65 82 55 64 124 58 130 279 206 182 Respondents Analyzed Weighted 491 155 336 61 105 105 83 62 73 47 60 108 48 181 293 197 202 Respondents Yes 311 110 201 42 62 61 46 46 53 34 47 61 30 106 181 130 120 63.4% 70.7% 60.0% 68.5% 58.7% 58.4% 55.4% 73.2% 72.8% 71.4% 78.8% 56.7% 63.2% 58.8% 61.5% 65.9% 59.2% No 124 39 86 11 31 32 26 12 12 9 7 34 14 55 82 42 62 25.3% 24.8% 25.5% 18.7% 29.3% 30.6% 30.8% 19.0% 17.0% 19.9% 11.8% 31.1% 28.6% 30.3% 28.0% 21.4% 30.5% Sometimes 55 6 49 8 13 10 11 5 7 4 6 13 4 18 30 25 20 11.1% 3.7% 14.5% 12.9% 12.0% 9.9% 13.8% 7.8% 10.2% 8.8% 9.4% 12.2% 8.2% 10.2% 10.1% 12.7% 9.8% Don't know 1 1 - - - 1 - - - - - - - 1 1 - 1 0.2% 0.7% - - - 1.1% - - - - - - - 0.6% 0.4% - 0.6% Page 11 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 9 For clothing items that can be either washed or dry cleaned if the label can only show one instruction, which instruction would prefer to see included on the label. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 1013 507 506 109 164 217 196 121 180 109 165 226 110 283 567 437 359 Respondents Analyzed Weighted 1000 482 518 127 206 224 168 109 163 93 148 193 91 381 574 422 380 Respondents Washing instructions 873 409 465 111 176 193 152 101 139 79 136 170 75 332 504 365 323 87.3% 84.7% 89.8% 86.8% 85.5% 86.2% 90.9% 92.1% 85.6% 84.7% 91.8% 88.1% 82.8% 87.4% 87.8% 86.6% 84.9% Dry cleaning 104 60 44 15 28 25 14 8 14 13 9 19 11 44 58 45 50 instructions 10.4% 12.4% 8.5% 12.0% 13.5% 11.0% 8.4% 7.4% 8.6% 13.9% 6.1% 9.8% 11.9% 11.6% 10.1% 10.8% 13.2% Don't know 19 13 7 1 2 4 1 1 9 1 3 3 3 4 12 8 5 1.9% 2.6% 1.3% 1.2% 1.0% 2.0% 0.7% 0.5% 5.3% 1.4% 2.0% 1.3% 3.7% 1.0% 2.0% 1.8% 1.3% Refused/No answer 4 1 2 - - 2 - - 1 - - 1 1 - - 4 2 0.4% 0.3% 0.4% - - 0.9% - - 0.5% - - 0.7% 1.6% - - 0.9% 0.5% Page 12 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 1 Whether have occasion to do any of household's laundry. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 1013 214 259 344 196 837 151 454 458 86 533 104 233 133 644 707 Respondents Analyzed Weighted 1000 198 234 354 214 835 149 411 491 93 553 110 207 127 621 711 Respondents Yes 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 87.7% 89.0% 85.3% 90.9% 83.9% 88.5% 84.3% 84.9% 89.4% 90.4% 88.2% 82.9% 86.1% 93.7% 94.6% 87.3% No 122 22 34 32 34 95 23 61 52 9 65 19 28 8 33 89 12.2% 11.0% 14.4% 9.1% 16.1% 11.4% 15.7% 14.9% 10.6% 9.6% 11.8% 17.1% 13.7% 6.3% 5.4% 12.6% Don't know 1 - 1 - - 1 - 1 - - - - 1 - - 1 0.1% - 0.2% - - 0.1% - 0.1% - - - - 0.3% - - 0.1% Page 13 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 2 Whether household owns any clothing labeled "Dry Clean". *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 1013 214 259 344 196 837 151 454 458 86 533 104 233 133 644 707 Respondents Analyzed Weighted 1000 198 234 354 214 835 149 411 491 93 553 110 207 127 621 711 Respondents Yes 749 155 181 260 154 630 107 269 397 84 436 87 135 91 469 549 74.9% 78.0% 77.6% 73.4% 71.7% 75.5% 71.7% 65.3% 80.8% 89.8% 78.7% 79.2% 65.4% 71.1% 75.5% 77.2% No 241 42 50 91 57 198 39 138 89 10 114 20 69 36 148 155 24.1% 21.0% 21.6% 25.9% 26.8% 23.7% 26.3% 33.6% 18.1% 10.2% 20.7% 18.2% 33.1% 28.4% 23.9% 21.8% Don't know 10 2 2 3 3 7 3 4 6 - 3 3 3 1 4 7 1.0% 1.0% 0.9% 0.8% 1.5% 0.8% 2.1% 1.0% 1.1% - 0.6% 2.6% 1.5% 0.5% 0.6% 0.9% Page 14 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 1013 214 259 344 196 837 151 454 458 86 533 104 233 133 644 707 Respondents Analyzed Weighted 1000 198 234 354 214 835 149 411 491 93 553 110 207 127 621 711 Respondents Requires special care 809 167 183 292 167 677 122 317 407 81 461 90 154 104 493 582 _____________________ (Net) 80.9% 84.0% 78.3% 82.6% 78.0% 81.1% 81.9% 77.0% 82.8% 86.9% 83.3% 81.8% 74.1% 81.9% 79.4% 81.8% _____ -Must be dry cleaned/ 732 147 168 269 148 615 109 293 362 73 410 81 146 96 443 525 professionally 73.2% 74.2% 72.1% 75.9% 69.2% 73.6% 73.1% 71.3% 73.7% 77.8% 74.1% 73.2% 70.5% 75.0% 71.5% 73.8% cleaned/specially taken care of -Can't be washed/ 70 18 13 27 12 56 14 27 36 7 47 2 13 8 46 53 should not launder 7.0% 9.3% 5.6% 7.7% 5.5% 6.7% 9.4% 6.7% 7.4% 7.1% 8.6% 2.0% 6.2% 6.2% 7.4% 7.4% it/avoid washing machine -Will be ruined if not 32 7 7 12 6 27 3 10 20 2 23 6 1 2 19 24 dry cleaned/will 3.2% 3.3% 3.1% 3.4% 2.7% 3.3% 2.3% 2.3% 4.2% 2.0% 4.2% 5.1% 0.5% 1.5% 3.0% 3.3% shrink -Dry clean certain 18 7 5 6 1 16 2 10 6 2 7 6 1 4 15 14 fabrics/for delicate 1.8% 3.4% 2.2% 1.6% 0.3% 1.9% 1.6% 2.5% 1.2% 2.3% 1.3% 5.7% 0.7% 2.8% 2.4% 1.9% material/for certain items -Depends on fabric as 17 3 7 2 5 16 1 3 12 2 12 * 4 1 16 13 some can be washed 1.7% 1.4% 3.2% 0.7% 2.2% 1.9% 0.8% 0.8% 2.5% 2.1% 2.1% 0.3% 2.0% 1.0% 2.6% 1.8% Alternative Cleaning 133 28 30 51 24 120 13 50 75 9 76 14 26 18 93 106 ____________________ Methods (Net) 13.3% 14.2% 12.7% 14.4% 11.4% 14.4% 8.5% 12.1% 15.2% 9.8% 13.7% 12.5% 12.5% 14.3% 15.0% 15.0% _____________ -Wash by hand/hand 35 12 7 11 5 33 2 11 23 1 19 4 5 6 32 28 wash in cold water 3.5% 6.3% 2.8% 3.0% 2.5% 4.0% 1.3% 2.7% 4.7% 1.1% 3.5% 3.9% 2.6% 4.6% 5.2% 3.9% -Wash it myself/wash 29 5 7 9 9 26 3 14 12 3 13 5 7 4 15 20 it (unsp) 2.9% 2.3% 3.1% 2.4% 4.0% 3.2% 1.7% 3.4% 2.5% 3.4% 2.4% 4.2% 3.5% 3.0% 2.4% 2.8% Page 15 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Weighted 1000 198 234 354 214 835 149 411 491 93 553 110 207 127 621 711 Respondents -Wash in Woolite/ 20 3 7 7 3 19 1 6 13 2 12 1 4 4 13 16 product similar to 2.0% 1.4% 2.9% 2.1% 1.5% 2.2% 1.0% 1.4% 2.6% 2.1% 2.1% 1.1% 1.7% 2.8% 2.1% 2.2% Woolite -Hang dry/don't dry 16 1 2 10 3 14 2 4 11 * 13 2 - 1 4 14 1.6% 0.5% 0.8% 2.9% 1.3% 1.7% 1.1% 1.0% 2.3% 0.5% 2.4% 1.4% - 0.8% 0.6% 2.0% -Wash on gentle cycle/ 14 3 3 5 3 11 3 7 7 - 9 2 1 2 12 11 gentle cycle in cold 1.4% 1.5% 1.4% 1.4% 1.3% 1.4% 1.7% 1.7% 1.4% - 1.6% 1.8% 0.5% 1.4% 2.0% 1.6% water -Wash in cold water 7 2 1 2 2 7 - 2 3 2 1 - 5 1 6 6 0.7% 0.8% 0.3% 0.7% 0.9% 0.8% - 0.5% 0.6% 1.9% 0.2% - 2.2% 0.5% 0.9% 0.8% -Other alternative 24 6 5 10 4 21 3 11 12 1 12 2 8 2 19 20 cleaning methods 2.4% 2.8% 2.1% 2.7% 1.7% 2.5% 1.7% 2.8% 2.4% 0.7% 2.2% 1.5% 3.7% 1.9% 3.1% 2.8% Limited wear/Limited 69 14 12 27 16 65 2 25 41 3 30 6 20 12 45 52 ____________________ purchasing of dry clean 6.9% 6.8% 5.1% 7.7% 7.5% 7.7% 1.6% 6.0% 8.4% 3.6% 5.5% 5.8% 9.7% 9.5% 7.3% 7.4% _______________________ clothing (Net) ______________ -Don't buy dry clean 59 12 9 25 13 55 2 20 37 1 25 4 19 10 38 43 only clothes/never 5.9% 5.9% 3.9% 7.2% 5.9% 6.5% 1.6% 4.9% 7.6% 1.3% 4.6% 3.6% 9.4% 7.9% 6.1% 6.0% had any -Don't wear item much/ 12 2 3 3 4 12 - 6 4 2 5 2 1 3 8 11 wear item very little 1.2% 0.9% 1.3% 0.9% 1.7% 1.4% - 1.4% 0.7% 2.2% 0.9% 2.2% 0.7% 2.2% 1.3% 1.6% Expense/Cost Issues 45 12 16 9 7 41 2 25 16 2 26 6 6 7 32 29 ___________________ (Net) 4.5% 6.2% 6.7% 2.7% 3.3% 4.9% 1.4% 6.2% 3.3% 2.3% 4.8% 5.2% 2.9% 5.1% 5.2% 4.0% _____ -Dry cleaning is 37 10 12 8 7 35 1 20 15 1 23 4 4 6 28 24 expensive/will cost 3.7% 5.1% 5.2% 2.3% 3.3% 4.2% 1.0% 4.9% 3.0% 1.3% 4.1% 4.0% 2.1% 4.6% 4.5% 3.3% money to have item cleaned Page 16 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Weighted 1000 198 234 354 214 835 149 411 491 93 553 110 207 127 621 711 Respondents -Other references to 7 2 4 1 - 7 1 5 1 1 4 1 2 1 4 5 expense/cost 0.7% 1.1% 1.5% 0.4% - 0.8% 0.5% 1.3% 0.2% 1.0% 0.7% 1.2% 0.8% 0.5% 0.7% 0.7% Hassle/Inconvenient to 15 2 4 4 5 13 2 8 5 1 8 1 - 6 12 13 take to cleaners 1.5% 1.1% 1.8% 1.1% 2.1% 1.6% 1.0% 2.1% 1.1% 1.4% 1.4% 1.0% - 4.9% 1.9% 1.8% Don't go to the cleaners 6 - 3 3 - 6 - 1 6 - 2 2 2 - 4 5 0.6% - 1.3% 0.9% - 0.8% - 0.2% 1.1% - 0.4% 1.8% 1.1% - 0.7% 0.7% Wifes responsibility/ 5 2 1 1 2 4 1 2 3 - 4 - 1 - 1 3 have wife take care of 0.5% 0.9% 0.3% 0.2% 0.9% 0.4% 0.9% 0.5% 0.6% - 0.7% - 0.6% - 0.1% 0.5% Other 48 5 15 19 9 38 8 22 21 5 21 3 17 7 37 31 4.8% 2.6% 6.3% 5.5% 4.0% 4.6% 5.5% 5.3% 4.2% 5.8% 3.7% 2.9% 8.1% 5.6% 6.0% 4.4% Nothing 11 1 5 4 2 6 5 5 7 - 4 2 4 - 6 4 1.1% 0.3% 1.9% 1.1% 1.1% 0.7% 3.5% 1.1% 1.4% - 0.6% 1.9% 1.9% - 1.0% 0.6% Don't know 13 1 2 7 3 10 2 8 5 - 6 2 5 - 6 9 1.3% 0.6% 0.9% 2.0% 1.4% 1.2% 1.4% 2.0% 1.0% - 1.0% 1.9% 2.6% - 1.0% 1.3% Refused/No answer * * - - - * - - * - * - - - - * 0.1% 0.3% - - - 0.1% - - 0.1% - 0.1% - - - - 0.1% Page 17 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 4 Whether EVER washed or laundered any clothing labeled "Dry Clean". *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 1013 214 259 344 196 837 151 454 458 86 533 104 233 133 644 707 Respondents Analyzed Weighted 1000 198 234 354 214 835 149 411 491 93 553 110 207 127 621 711 Respondents Yes 491 104 123 167 96 408 75 194 250 46 250 68 97 76 362 373 49.1% 52.6% 52.8% 47.1% 45.0% 48.8% 50.1% 47.2% 51.0% 49.7% 45.2% 61.5% 47.1% 59.2% 58.3% 52.5% No 492 89 107 186 110 411 74 209 233 46 297 43 100 50 253 321 49.2% 45.1% 45.6% 52.7% 51.4% 49.2% 49.9% 50.8% 47.4% 49.5% 53.7% 38.5% 48.5% 39.5% 40.8% 45.2% Don't know 17 5 4 1 8 17 - 8 8 1 6 - 9 2 6 16 1.7% 2.3% 1.6% 0.2% 3.6% 2.0% - 2.0% 1.6% 0.8% 1.1% - 4.4% 1.3% 0.9% 2.3% Page 18 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 5 Whether machine wash or hand wash items. (Base: Have laundered clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 488 103 125 166 94 402 74 206 232 44 240 61 108 75 364 360 Respondents Analyzed Weighted 491 104 123 167 96 408 75 194 250 46 250 68 97 76 362 373 Respondents Machine wash only 249 49 60 94 46 205 40 107 118 24 137 33 45 35 162 192 50.8% 47.2% 48.8% 56.4% 47.5% 50.2% 54.0% 55.1% 47.1% 52.4% 54.7% 48.1% 46.3% 46.0% 44.8% 51.4% Hand wash only 143 33 36 45 30 118 21 57 72 14 63 20 31 29 119 104 29.1% 31.7% 28.9% 26.7% 30.7% 28.9% 27.8% 29.2% 28.7% 30.6% 25.1% 29.5% 32.0% 38.4% 32.9% 27.9% Both/Depends 94 21 28 26 19 81 13 29 57 8 49 15 18 12 79 74 19.1% 20.0% 22.3% 15.6% 19.9% 19.8% 17.0% 14.7% 22.8% 17.0% 19.6% 22.3% 18.2% 15.6% 21.9% 19.8% Don't know 5 1 - 2 2 4 1 2 3 - 2 - 3 - 2 3 1.1% 1.1% - 1.3% 1.9% 1.1% 1.2% 1.0% 1.3% - 0.7% - 3.5% - 0.5% 0.9% Page 19 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 6 Wash cycle used. (Base: Have Machine washed clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 328 67 86 111 64 273 50 138 157 31 177 38 66 46 237 244 Respondents Analyzed Weighted 343 70 88 120 65 285 53 136 175 32 186 48 63 47 241 266 Respondents Gentle 126 17 36 48 26 113 11 37 73 16 70 17 23 16 102 103 36.8% 24.4% 40.8% 39.6% 39.8% 39.4% 21.5% 27.4% 41.7% 50.6% 37.8% 36.5% 36.8% 33.6% 42.4% 38.6% Regular 90 19 25 31 15 78 11 38 48 5 51 13 14 13 52 69 26.4% 27.7% 29.0% 25.6% 22.8% 27.3% 21.4% 28.0% 27.3% 14.4% 27.4% 27.9% 21.8% 26.9% 21.7% 25.9% Delicate 66 19 12 20 15 55 11 28 31 7 39 11 8 8 55 49 19.3% 27.5% 13.4% 16.8% 22.9% 19.4% 20.2% 20.6% 17.9% 21.2% 20.8% 23.3% 12.4% 18.3% 22.8% 18.5% Permanent-Press 28 7 7 10 3 16 11 10 15 3 15 3 8 2 19 24 8.1% 10.5% 7.7% 8.7% 4.9% 5.7% 21.4% 7.1% 8.8% 8.2% 8.2% 5.7% 12.4% 4.5% 8.1% 9.1% Pre-soak 3 - 3 - - 3 - 3 - - - - - 3 - 3 0.9% - 3.5% - - 1.1% - 2.3% - - - - - 6.6% - 1.2% Other 11 * 1 5 5 9 2 8 3 1 3 2 2 5 6 6 3.2% 0.6% 1.6% 3.8% 7.3% 3.1% 4.4% 5.6% 1.7% 2.1% 1.8% 3.6% 2.4% 9.9% 2.6% 2.3% Don't know 22 8 4 8 2 14 7 13 8 1 10 1 10 1 10 16 6.4% 12.0% 4.1% 6.9% 2.3% 5.1% 12.4% 9.6% 4.4% 3.4% 5.1% 3.0% 15.2% 2.8% 4.0% 5.9% Page 20 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 7 Water temperature used for wash cycle. (Base: Have Machine washed clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 328 67 86 111 64 273 50 138 157 31 177 38 66 46 237 244 Respondents Analyzed Weighted 343 70 88 120 65 285 53 136 175 32 186 48 63 47 241 266 Respondents Cold 211 42 55 78 36 179 30 81 106 24 119 31 29 32 152 170 61.5% 59.5% 62.9% 65.2% 55.1% 62.6% 56.1% 59.8% 60.4% 74.9% 64.1% 64.5% 46.0% 69.2% 63.1% 64.0% Warm 108 22 30 32 24 87 19 42 59 6 53 16 26 12 71 84 31.4% 31.5% 34.0% 26.3% 37.4% 30.4% 35.9% 31.1% 33.9% 19.5% 28.6% 33.5% 41.9% 26.5% 29.7% 31.6% Hot 13 3 4 4 2 11 2 7 4 1 6 3 2 2 6 7 3.8% 4.4% 4.4% 3.1% 3.5% 3.9% 3.1% 5.2% 2.6% 4.1% 3.2% 7.2% 2.6% 4.1% 2.4% 2.7% Don't know 16 3 2 7 4 12 4 9 6 * 9 - 7 - 13 9 4.7% 4.6% 2.0% 6.0% 5.9% 4.2% 7.5% 7.0% 3.5% 1.5% 4.8% - 11.3% - 5.5% 3.4% Refused/No answer 1 - 1 - - 1 - - 1 - - - - 1 1 - 0.2% - 0.9% - - 0.3% - - 0.4% - - - - 1.6% 0.3% - Page 21 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 8 Whether satisfied with the results of washing or laundering "Dry Clean" items. (Base: Have laundered clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 488 103 125 166 94 402 74 206 232 44 240 61 108 75 364 360 Respondents Analyzed Weighted 491 104 123 167 96 408 75 194 250 46 250 68 97 76 362 373 Respondents Yes 311 61 80 104 67 252 55 136 150 26 146 42 72 50 224 231 63.4% 58.0% 64.4% 62.2% 69.8% 61.7% 73.5% 69.8% 59.9% 55.1% 58.4% 62.1% 74.3% 66.6% 61.8% 61.8% No 124 33 24 46 21 109 13 45 66 13 74 15 16 19 93 99 25.3% 31.3% 19.8% 27.7% 21.5% 26.8% 17.5% 23.1% 26.4% 28.1% 29.6% 21.9% 16.2% 25.7% 25.6% 26.5% Sometimes 55 11 19 16 8 47 6 14 34 7 29 11 9 6 44 43 11.1% 10.7% 15.8% 9.4% 8.7% 11.5% 7.5% 7.1% 13.7% 14.3% 11.5% 16.0% 9.5% 7.6% 12.2% 11.4% Don't know 1 - - 1 - - 1 - - 1 1 - - - 1 1 0.2% - - 0.7% - - 1.5% - - 2.4% 0.5% - - - 0.3% 0.3% Page 22 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study Question 9 For clothing items that can be either washed or dry cleaned if the label can only show one instruction, which instruction would prefer to see included on the label. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 1013 214 259 344 196 837 151 454 458 86 533 104 233 133 644 707 Respondents Analyzed Weighted 1000 198 234 354 214 835 149 411 491 93 553 110 207 127 621 711 Respondents Washing instructions 873 174 209 310 181 747 117 364 427 78 475 101 180 116 546 624 87.3% 87.8% 89.3% 87.6% 84.3% 89.5% 78.1% 88.4% 87.0% 83.7% 85.8% 91.1% 87.1% 91.1% 88.0% 87.8% Dry cleaning 104 18 21 36 28 72 27 38 53 13 66 9 19 10 61 72 instructions 10.4% 9.1% 9.0% 10.2% 13.2% 8.6% 18.1% 9.2% 10.8% 13.9% 11.9% 8.2% 9.0% 7.8% 9.9% 10.2% Don't know 19 6 3 7 3 13 5 8 9 1 12 1 6 - 10 12 1.9% 3.1% 1.3% 1.9% 1.5% 1.6% 3.3% 2.0% 1.9% 1.5% 2.2% 0.7% 3.1% - 1.5% 1.7% Refused/No answer 4 - 1 1 2 3 1 1 1 1 1 - 2 1 4 2 0.4% - 0.3% 0.2% 1.0% 0.3% 0.6% 0.3% 0.3% 0.9% 0.1% - 0.8% 1.1% 0.6% 0.3% Page 23 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 1 Whether have occasion to do any of household's laundry. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 887 402 485 91 150 194 173 103 154 98 144 205 96 244 477 403 317 Respondents Analyzed Weighted 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 Respondents Yes 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0% 100.0%100.0%100.0%100.0%100.0% 100.0%100.0%100.0% Page 24 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 2 Whether household owns any clothing labeled "Dry Clean". *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 887 402 485 91 150 194 173 103 154 98 144 205 96 244 477 403 317 Respondents Analyzed Weighted 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 Respondents Yes 675 274 401 82 144 163 122 62 97 48 80 139 56 293 389 285 278 76.9% 72.3% 80.4% 76.9% 77.4% 80.4% 82.6% 67.4% 70.8% 56.6% 61.3% 78.9% 71.5% 88.2% 79.1% 74.3% 81.4% No 198 101 96 25 41 39 26 30 39 37 49 37 22 38 102 95 61 22.5% 26.8% 19.3% 23.1% 21.7% 19.0% 17.4% 32.0% 28.1% 43.4% 37.5% 21.1% 28.5% 11.3% 20.7% 24.8% 17.8% Don't know 5 3 1 - 2 1 - 1 1 - 2 - - 1 1 4 3 0.5% 0.9% 0.3% - 0.8% 0.6% - 0.7% 1.0% - 1.2% - - 0.4% 0.2% 0.9% 0.7% Page 25 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 887 402 485 91 150 194 173 103 154 98 144 205 96 244 477 403 317 Respondents Analyzed Weighted 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 Respondents Requires special care 714 315 399 89 154 170 121 69 110 62 101 145 61 285 411 303 285 _____________________ (Net) 81.5% 83.3% 80.0% 82.9% 82.4% 83.7% 81.7% 74.4% 80.1% 73.6% 77.4% 82.3% 78.5% 85.9% 83.5% 79.0% 83.6% _____ -Must be dry cleaned/ 646 289 356 81 136 155 106 63 103 59 89 133 55 259 368 276 252 professionally 73.6% 76.4% 71.5% 75.5% 72.8% 76.5% 71.5% 68.1% 74.8% 70.2% 68.2% 75.5% 70.3% 78.0% 74.9% 72.1% 73.9% cleaned/specially taken care of -Can't be washed/ 63 28 34 4 8 18 16 8 8 4 10 13 6 20 39 24 25 should not launder 7.1% 7.5% 6.9% 3.9% 4.1% 9.1% 10.9% 9.2% 5.7% 5.0% 7.7% 7.6% 8.2% 6.1% 7.9% 6.3% 7.3% it/avoid washing machine -Will be ruined if not 26 11 15 1 6 4 10 2 4 1 4 2 3 12 16 10 13 dry cleaned/will 2.9% 2.9% 2.9% 0.9% 3.3% 1.8% 6.5% 1.7% 2.6% 1.8% 3.4% 1.0% 4.4% 3.5% 3.3% 2.5% 3.8% shrink -Dry clean certain 18 7 11 5 1 3 5 3 1 2 6 1 1 6 15 3 9 fabrics/for delicate 2.1% 1.8% 2.3% 4.8% 0.6% 1.4% 3.6% 3.0% 0.7% 2.4% 4.4% 0.8% 1.6% 1.9% 3.0% 0.9% 2.6% material/for certain items -Depends on fabric as 17 1 17 1 6 3 2 2 3 - - 5 - 10 12 5 7 some can be washed 2.0% 0.2% 3.3% 1.3% 3.4% 1.3% 1.1% 2.3% 2.4% - - 2.9% - 3.1% 2.4% 1.4% 2.0% Alternative Cleaning 124 28 96 23 24 24 18 16 19 9 20 28 7 53 64 61 42 ____________________ Methods (Net) 14.2% 7.4% 19.3% 21.8% 13.0% 11.7% 12.2% 17.4% 13.9% 10.3% 15.0% 15.7% 9.5% 15.8% 12.9% 15.9% 12.2% _____________ -Wash by hand/hand 31 2 30 4 8 8 3 2 6 4 4 7 1 15 18 14 13 wash in cold water 3.6% 0.5% 5.9% 3.9% 4.5% 4.2% 1.7% 2.1% 4.1% 4.5% 3.0% 3.9% 0.8% 4.5% 3.6% 3.5% 3.9% -Wash it myself/wash 24 10 14 4 5 3 6 4 2 2 4 6 3 8 10 13 6 it (unsp) 2.7% 2.6% 2.8% 3.7% 2.7% 1.4% 4.2% 4.5% 1.2% 2.3% 2.8% 3.4% 3.4% 2.4% 2.1% 3.5% 1.8% Page 26 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Weighted 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 Respondents -Wash in Woolite/ 20 5 16 2 6 1 5 5 1 - 5 5 1 8 12 8 6 product similar to 2.3% 1.2% 3.1% 1.7% 3.3% 0.6% 3.2% 5.7% 0.7% - 3.9% 2.8% 1.2% 2.3% 2.5% 2.1% 1.9% Woolite -Hang dry/don't dry 14 3 11 10 2 - 2 - 1 1 - 6 - 7 3 11 4 1.6% 0.8% 2.2% 9.1% 1.0% - 1.2% - 0.5% 1.4% - 3.2% - 2.2% 0.6% 2.9% 1.0% -Wash on gentle cycle/ 14 1 13 2 4 5 2 2 - 1 2 4 1 7 12 2 8 gentle cycle in cold 1.6% 0.3% 2.5% 2.0% 1.9% 2.3% 1.2% 1.8% - 1.3% 1.4% 2.0% 1.0% 2.1% 2.5% 0.5% 2.5% water -Wash in cold water 7 - 7 1 - - 1 1 4 1 1 1 1 - 2 5 1 0.7% - 1.3% 0.7% - - 0.4% 1.6% 2.8% 0.8% 0.5% 0.7% 1.2% - 0.4% 1.2% 0.2% -Other alternative 24 9 15 3 - 8 1 5 7 2 4 4 2 9 13 11 7 cleaning methods 2.7% 2.3% 3.0% 2.4% - 4.0% 0.9% 5.0% 5.1% 2.7% 3.4% 2.2% 2.0% 2.8% 2.6% 2.8% 2.0% Limited wear/Limited 61 16 46 1 6 14 16 8 16 7 17 5 10 17 31 31 16 ____________________ purchasing of dry clean 7.0% 4.1% 9.2% 1.3% 3.2% 6.9% 11.1% 8.7% 11.3% 8.9% 12.7% 2.6% 13.3% 5.0% 6.2% 8.0% 4.6% _______________________ clothing (Net) ______________ -Don't buy dry clean 52 13 39 1 4 13 13 7 13 6 15 4 8 13 26 26 12 only clothes/never 5.9% 3.4% 7.8% 0.9% 2.1% 6.6% 8.9% 7.6% 9.7% 6.7% 11.5% 2.3% 10.9% 3.9% 5.2% 6.7% 3.5% had any -Don't wear item much/ 11 3 8 * 2 1 4 1 3 3 2 1 2 4 5 6 4 wear item very little 1.3% 0.8% 1.6% 0.4% 1.1% 0.3% 2.7% 1.1% 2.1% 3.9% 1.2% 0.3% 2.4% 1.1% 1.0% 1.6% 1.2% Expense/Cost Issues 41 13 28 5 9 9 10 2 5 9 7 9 3 9 22 19 16 ___________________ (Net) 4.7% 3.5% 5.6% 4.9% 5.0% 4.4% 6.6% 2.4% 3.9% 10.7% 5.3% 5.1% 3.8% 2.8% 4.4% 5.0% 4.7% _____ -Dry cleaning is 36 12 24 5 9 8 8 2 4 9 5 9 3 7 18 18 14 expensive/will cost 4.1% 3.1% 4.8% 4.9% 4.7% 3.7% 5.5% 2.4% 2.8% 10.7% 3.8% 4.9% 3.8% 2.2% 3.7% 4.6% 4.1% money to have item cleaned Page 27 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Weighted 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 Respondents -Other references to 5 1 4 - 1 1 2 - 2 - 2 * - 2 4 2 2 expense/cost 0.6% 0.3% 0.8% - 0.3% 0.7% 1.1% - 1.2% - 1.5% 0.2% - 0.6% 0.7% 0.4% 0.6% Hassle/Inconvenient to 15 2 12 * 2 7 3 2 - 2 4 1 - 6 8 7 5 take to cleaners 1.7% 0.5% 2.5% 0.4% 1.2% 3.5% 2.0% 1.8% - 2.0% 3.0% 0.8% - 1.8% 1.5% 1.8% 1.5% Don't go to the cleaners 4 - 4 - 1 2 * 1 - - - * 1 2 3 1 2 0.5% - 0.8% - 0.6% 1.0% 0.2% 0.9% - - - 0.2% 1.3% 0.6% 0.6% 0.4% 0.6% Wifes responsibility/ 2 2 - - 1 - 1 - 1 - - 2 1 - 2 - 1 have wife take care of 0.3% 0.6% - - 0.6% - 0.5% - 0.4% - - 1.0% 0.9% - 0.5% - 0.3% Other 45 23 23 3 9 10 7 9 7 8 7 8 3 17 29 16 16 5.2% 6.0% 4.5% 2.7% 4.9% 5.1% 4.6% 9.3% 5.4% 9.1% 5.3% 4.3% 3.8% 5.1% 5.8% 4.1% 4.7% Nothing 7 3 3 1 1 1 - 2 2 1 1 2 - 4 4 3 1 0.8% 0.9% 0.7% 0.9% 0.7% 0.3% - 2.6% 1.1% 0.9% 0.6% 0.9% - 1.1% 0.9% 0.7% 0.3% Don't know 10 7 3 4 1 - 1 2 1 2 - - - 6 4 6 5 1.1% 1.9% 0.5% 3.6% 0.7% - 0.8% 2.0% 0.8% 2.8% - - - 1.8% 0.9% 1.4% 1.4% Refused/No answer * * - - - * - - - - * - - - * - - 0.1% 0.1% - - - 0.2% - - - - 0.4% - - - 0.1% - - Page 28 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 4 Whether EVER washed or laundered any clothing labeled "Dry Clean". *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 887 402 485 91 150 194 173 103 154 98 144 205 96 244 477 403 317 Respondents Analyzed Weighted 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 Respondents Yes 461 136 324 54 102 96 80 60 68 42 59 101 47 169 277 183 191 52.5% 36.0% 65.1% 50.4% 54.5% 47.2% 53.9% 64.8% 49.7% 49.8% 45.0% 57.3% 60.0% 50.9% 56.3% 47.8% 55.9% No 410 239 171 52 85 106 67 33 66 42 71 74 31 162 212 197 148 46.8% 63.1% 34.3% 48.8% 45.5% 52.2% 45.5% 35.2% 47.9% 49.4% 54.1% 41.8% 39.2% 48.9% 43.0% 51.5% 43.5% Don't know 6 3 3 1 - 1 1 - 3 1 1 2 1 1 3 3 2 0.7% 0.8% 0.6% 0.8% - 0.5% 0.5% - 2.4% 0.8% 0.9% 0.9% 0.8% 0.2% 0.7% 0.7% 0.6% Page 29 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 5 Whether machine wash or hand wash items. (Base: Have laundered clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 457 138 319 45 83 88 93 61 77 48 62 116 56 121 260 194 171 Respondents Analyzed Weighted 461 136 324 54 102 96 80 60 68 42 59 101 47 169 277 183 191 Respondents Machine wash only 229 95 134 29 54 45 44 31 25 24 26 47 27 92 139 90 102 49.6% 69.5% 41.3% 52.9% 53.5% 46.8% 55.3% 51.4% 37.2% 57.3% 44.4% 46.1% 58.6% 54.3% 50.1% 49.1% 53.7% Hand wash only 134 23 110 9 28 31 23 14 28 12 16 35 10 39 85 49 52 29.1% 17.2% 34.0% 16.6% 27.2% 32.4% 28.8% 23.8% 41.2% 28.2% 27.3% 34.6% 21.3% 23.2% 30.8% 26.5% 27.0% Both/Depends 93 15 78 16 19 20 13 13 13 6 14 19 9 37 48 45 36 20.2% 11.0% 24.1% 30.5% 18.4% 20.8% 15.9% 21.0% 18.5% 14.5% 24.6% 18.4% 20.0% 21.7% 17.2% 24.3% 18.9% Don't know 5 3 2 - 1 - - 2 2 - 2 1 - 1 5 - 1 1.1% 2.3% 0.6% - 0.9% - - 3.8% 3.1% - 3.7% 0.9% - 0.8% 1.9% - 0.5% Page 30 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 6 Wash cycle used. (Base: Have Machine washed clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 307 107 200 35 57 60 66 44 42 33 39 77 44 89 168 137 120 Respondents Analyzed Weighted 322 110 212 45 73 65 57 43 38 30 41 65 37 128 186 135 138 Respondents Gentle 121 25 97 11 28 25 24 18 16 11 18 19 15 50 76 44 56 37.7% 22.7% 45.5% 24.2% 38.1% 38.0% 41.9% 42.0% 40.7% 35.5% 43.3% 28.8% 40.0% 38.9% 40.9% 32.9% 40.2% Regular 84 41 44 13 22 16 13 11 10 6 10 16 9 38 48 36 33 26.3% 37.3% 20.5% 28.0% 30.7% 24.5% 22.4% 25.9% 25.2% 20.7% 25.7% 24.6% 23.4% 29.2% 26.0% 26.8% 24.1% Delicate 63 10 52 9 15 15 14 4 6 7 8 14 6 24 30 33 25 19.5% 9.5% 24.7% 20.2% 20.5% 22.5% 24.0% 9.4% 16.9% 22.6% 20.3% 21.8% 16.4% 19.0% 15.9% 24.6% 18.1% Permanent-Press 26 16 10 7 3 3 5 6 1 3 4 4 4 9 12 13 10 7.9% 14.2% 4.7% 15.7% 4.6% 4.7% 8.8% 13.0% 3.7% 11.3% 10.7% 6.5% 12.0% 7.1% 6.5% 9.9% 7.2% Pre-soak 3 - 3 3 - - - - - - - - - 3 - 3 3 1.0% - 1.5% 6.8% - - - - - - - - - 2.4% - 2.3% 2.2% Other 9 5 4 1 3 1 3 1 1 1 - 3 * 4 8 1 6 2.8% 4.9% 1.7% 1.9% 3.5% 1.1% 4.9% 2.9% 2.4% 2.1% - 4.8% 1.2% 3.3% 4.5% 0.5% 4.2% Don't know 19 13 6 1 2 6 1 4 5 2 1 10 3 2 13 6 7 5.9% 12.1% 2.7% 3.1% 2.6% 9.3% 1.4% 9.3% 12.7% 7.7% 2.8% 14.7% 7.0% 1.5% 6.8% 4.7% 5.2% Page 31 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 7 Water temperature used for wash cycle. (Base: Have Machine washed clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 307 107 200 35 57 60 66 44 42 33 39 77 44 89 168 137 120 Respondents Analyzed Weighted 322 110 212 45 73 65 57 43 38 30 41 65 37 128 186 135 138 Respondents Cold 199 51 148 29 45 40 42 22 20 20 27 40 24 78 115 83 81 61.8% 46.7% 69.6% 65.0% 61.8% 62.1% 73.5% 49.7% 53.4% 65.2% 67.8% 61.9% 65.3% 60.6% 61.5% 62.0% 58.5% Warm 102 44 58 11 23 23 13 17 13 9 10 20 8 47 61 41 53 31.6% 39.9% 27.3% 25.4% 31.6% 35.8% 23.7% 39.8% 34.4% 28.5% 24.7% 30.1% 21.7% 36.3% 32.6% 30.4% 38.4% Hot 9 8 1 2 - 1 3 1 2 1 - 2 2 2 4 5 1 2.8% 7.4% 0.5% 4.3% - 2.1% 5.0% 1.5% 6.0% 4.3% - 3.2% 4.7% 1.9% 2.2% 3.7% 1.0% Don't know 15 8 7 2 5 - 1 4 3 2 3 5 3 2 9 6 5 4.8% 7.3% 3.4% 5.2% 6.6% - 1.2% 10.2% 7.8% 5.8% 7.5% 7.7% 8.3% 1.3% 5.1% 4.4% 3.5% Page 32 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 8 Whether satisfied with the results of washing or laundering "Dry Clean" items. (Base: Have laundered clothing labeled "Dry Clean".) *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 457 138 319 45 83 88 93 61 77 48 62 116 56 121 260 194 171 Respondents Analyzed Weighted 461 136 324 54 102 96 80 60 68 42 59 101 47 169 277 183 191 Respondents Yes 288 93 195 37 60 52 43 43 51 29 47 55 30 98 167 120 110 62.5% 68.3% 60.1% 68.1% 59.4% 54.4% 53.7% 72.1% 75.3% 67.9% 79.5% 54.7% 63.8% 57.8% 60.4% 65.6% 57.8% No 121 38 83 10 30 32 26 12 12 9 7 34 14 52 81 40 61 26.2% 27.7% 25.6% 18.6% 29.2% 33.6% 32.0% 19.7% 17.0% 22.3% 12.0% 33.2% 29.4% 30.6% 29.3% 21.8% 31.8% Sometimes 51 4 46 7 12 10 11 5 5 4 5 12 3 18 28 23 19 11.0% 3.2% 14.3% 13.3% 11.4% 10.8% 14.4% 8.1% 7.7% 9.8% 8.4% 12.1% 6.8% 10.9% 10.0% 12.6% 9.9% Don't know 1 1 - - - 1 - - - - - - - 1 1 - 1 0.2% 0.8% - - - 1.2% - - - - - - - 0.7% 0.4% - 0.6% Page 33 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 9 For clothing items that can be either washed or dry cleaned if the label can only show one instruction, which instruction would prefer to see included on the label. *------------ AGE -------------* *-------- HOUSEHOLD --------* * MARITAL * *-GENDER-* -------------------------------- *--------- INCOME ----------* * STATUS -* ---------- 18 25 35 45 55 ----------------------------- ----------- Child Fe- to to to to to Under $15K- $25K- $40K- Mar- in Total Male male 24 34 44 54 64 65+ $15K <$25K <$40K <$50K $50K+ ried Other House ===== ==== ==== == == == == == === ===== ===== ===== ===== ===== ==== ===== ===== Analyzed Unweighted 887 402 485 91 150 194 173 103 154 98 144 205 96 244 477 403 317 Respondents Analyzed Weighted 877 379 499 107 187 203 148 92 137 85 131 176 78 332 492 383 341 Respondents Washing instructions 779 328 451 94 164 179 135 86 120 73 120 156 65 299 439 338 290 88.8% 86.6% 90.4% 87.3% 87.6% 88.1% 91.4% 93.2% 87.1% 86.2% 91.9% 88.5% 84.0% 90.1% 89.3% 88.1% 85.1% Dry cleaning 83 43 40 12 21 19 13 6 12 12 9 16 8 31 47 36 45 instructions 9.4% 11.3% 8.0% 11.3% 11.2% 9.5% 8.6% 6.2% 8.6% 13.8% 7.0% 9.3% 10.7% 9.3% 9.5% 9.3% 13.2% Don't know 12 7 5 1 2 3 - 1 5 - 1 3 3 2 6 6 4 1.4% 1.8% 1.1% 1.4% 1.1% 1.4% - 0.6% 3.8% - 1.1% 1.4% 3.5% 0.5% 1.2% 1.6% 1.0% Refused/No answer 4 1 2 - - 2 - - 1 - - 1 1 - - 4 2 0.4% 0.4% 0.5% - - 1.0% - - 0.6% - - 0.8% 1.9% - - 1.0% 0.6% Page 34 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 1 Whether have occasion to do any of household's laundry. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 887 188 219 313 167 740 127 387 408 78 466 89 200 124 608 615 Respondents Analyzed Weighted 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 Respondents Yes 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 100.0% 100.0%100.0%100.0%100.0% 100.0%100.0% 100.0%100.0%100.0% 100.0%100.0%100.0%100.0% 100.0% 100.0% Page 35 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 2 Whether household owns any clothing labeled "Dry Clean". *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 887 188 219 313 167 740 127 387 408 78 466 89 200 124 608 615 Respondents Analyzed Weighted 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 Respondents Yes 675 143 156 238 138 567 98 235 363 76 393 76 122 84 448 491 76.9% 80.8% 78.2% 74.1% 76.7% 76.7% 78.1% 67.4% 82.7% 90.4% 80.5% 82.6% 68.6% 70.1% 76.2% 79.0% No 198 34 41 81 42 169 26 112 73 8 94 14 54 35 138 127 22.5% 19.2% 20.8% 25.0% 23.3% 22.9% 20.7% 32.0% 16.7% 9.6% 19.2% 15.7% 30.6% 29.4% 23.6% 20.5% Don't know 5 - 2 3 - 3 2 2 3 - 1 2 1 1 1 3 0.5% - 1.0% 0.8% - 0.4% 1.3% 0.6% 0.6% - 0.2% 1.7% 0.8% 0.5% 0.2% 0.5% Page 36 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 887 188 219 313 167 740 127 387 408 78 466 89 200 124 608 615 Respondents Analyzed Weighted 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 Respondents Requires special care 714 146 158 269 142 602 107 270 368 72 406 76 135 98 463 511 _____________________ (Net) 81.5% 82.7% 79.0% 83.7% 78.9% 81.4% 85.2% 77.3% 83.8% 85.5% 83.1% 83.0% 75.9% 81.8% 78.8% 82.3% _____ -Must be dry cleaned/ 646 129 143 247 127 546 95 249 329 64 361 68 128 89 414 459 professionally 73.6% 72.9% 71.6% 76.8% 70.8% 73.9% 75.4% 71.3% 74.9% 75.4% 74.0% 74.2% 71.7% 74.4% 70.6% 73.9% cleaned/specially taken care of -Can't be washed/ 63 17 12 27 7 49 13 26 30 7 40 2 12 8 43 46 should not launder 7.1% 9.6% 5.8% 8.3% 4.2% 6.7% 10.1% 7.4% 6.9% 7.8% 8.3% 2.5% 6.7% 6.6% 7.4% 7.4% it/avoid washing machine -Will be ruined if not 26 4 6 9 6 22 2 8 16 2 20 3 1 2 18 21 dry cleaned/will 2.9% 2.4% 3.2% 2.9% 3.3% 3.0% 1.8% 2.3% 3.6% 2.2% 4.0% 3.4% 0.6% 1.6% 3.0% 3.5% shrink -Dry clean certain 18 7 5 6 1 16 2 10 6 2 7 6 1 4 15 14 fabrics/for delicate 2.1% 3.9% 2.6% 1.7% 0.4% 2.1% 1.9% 2.9% 1.3% 2.6% 1.4% 6.9% 0.8% 3.0% 2.5% 2.2% material/for certain items -Depends on fabric as 17 3 7 2 5 16 1 3 12 2 12 * 4 1 16 13 some can be washed 2.0% 1.6% 3.7% 0.7% 2.7% 2.2% 1.0% 0.9% 2.8% 2.3% 2.4% 0.4% 2.3% 1.1% 2.7% 2.1% Alternative Cleaning 124 26 27 49 22 113 11 46 69 9 72 11 24 17 89 100 ____________________ Methods (Net) 14.2% 15.0% 13.7% 15.3% 12.0% 15.3% 8.6% 13.2% 15.7% 10.8% 14.8% 12.3% 13.4% 14.2% 15.2% 16.1% _____________ -Wash by hand/hand 31 11 5 11 5 31 - 11 19 1 17 3 5 6 28 25 wash in cold water 3.6% 6.1% 2.3% 3.3% 2.9% 4.2% - 3.2% 4.4% 1.2% 3.4% 3.6% 3.1% 5.0% 4.8% 4.0% -Wash it myself/wash 24 5 7 7 6 21 3 10 10 3 13 3 5 3 15 16 it (unsp) 2.7% 2.6% 3.3% 2.1% 3.2% 2.9% 2.1% 3.0% 2.3% 3.7% 2.7% 3.3% 2.9% 2.1% 2.5% 2.7% Page 37 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Weighted 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 Respondents -Wash in Woolite/ 20 3 7 7 3 19 1 6 13 2 12 1 4 4 13 16 product similar to 2.3% 1.5% 3.4% 2.3% 1.8% 2.5% 1.2% 1.6% 2.9% 2.3% 2.4% 1.3% 2.0% 3.0% 2.2% 2.6% Woolite -Hang dry/don't dry 14 1 2 10 1 12 2 3 11 * 13 - - 1 4 13 1.6% 0.5% 0.9% 3.2% 0.6% 1.7% 1.3% 0.7% 2.5% 0.6% 2.7% - - 0.8% 0.6% 2.0% -Wash on gentle cycle/ 14 3 3 5 3 11 3 7 7 - 9 2 1 2 12 11 gentle cycle in cold 1.6% 1.6% 1.7% 1.6% 1.5% 1.6% 2.0% 2.0% 1.6% - 1.9% 2.2% 0.6% 1.5% 2.1% 1.8% water -Wash in cold water 7 2 1 2 2 7 - 2 3 2 1 - 5 1 6 6 0.7% 0.9% 0.3% 0.8% 1.0% 0.9% - 0.6% 0.6% 2.1% 0.3% - 2.6% 0.6% 1.0% 0.9% -Other alternative 24 6 5 10 4 21 3 11 12 1 12 2 8 2 19 20 cleaning methods 2.7% 3.2% 2.4% 3.0% 2.0% 2.8% 2.0% 3.3% 2.6% 0.8% 2.5% 1.8% 4.2% 2.0% 3.3% 3.2% Limited wear/Limited 61 13 9 26 13 57 2 22 36 3 28 6 15 11 45 46 ____________________ purchasing of dry clean 7.0% 7.1% 4.6% 8.1% 7.5% 7.7% 1.9% 6.2% 8.3% 3.9% 5.8% 7.0% 8.6% 9.4% 7.7% 7.4% _______________________ clothing (Net) ______________ -Don't buy dry clean 52 11 6 24 10 47 2 18 33 1 23 4 15 10 38 37 only clothes/never 5.9% 6.4% 3.2% 7.5% 5.5% 6.4% 1.9% 5.0% 7.5% 1.5% 4.8% 4.3% 8.2% 8.1% 6.5% 5.9% had any -Don't wear item much/ 11 1 3 3 4 11 - 5 4 2 5 2 1 2 8 11 wear item very little 1.3% 0.7% 1.5% 1.0% 2.0% 1.5% - 1.5% 0.8% 2.5% 1.0% 2.7% 0.8% 1.9% 1.4% 1.7% Expense/Cost Issues 41 12 13 9 7 38 2 22 16 2 24 4 6 7 32 25 ___________________ (Net) 4.7% 7.0% 6.4% 2.7% 3.9% 5.1% 1.5% 6.3% 3.6% 2.5% 5.0% 4.6% 3.3% 5.4% 5.4% 4.1% _____ -Dry cleaning is 36 10 11 8 7 33 1 19 15 1 21 4 4 6 28 22 expensive/will cost 4.1% 5.8% 5.3% 2.5% 3.9% 4.5% 1.0% 5.4% 3.4% 1.5% 4.4% 4.6% 2.4% 4.9% 4.7% 3.6% money to have item cleaned Page 38 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 3 What "Dry Clean" on the care instruction of an article of clothing means. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Weighted 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 Respondents -Other references to 5 2 2 1 - 4 1 3 1 1 3 - 2 1 4 3 expense/cost 0.6% 1.3% 1.1% 0.2% - 0.6% 0.6% 0.9% 0.2% 1.1% 0.6% - 0.9% 0.5% 0.7% 0.5% Hassle/Inconvenient to 15 2 4 4 5 13 2 8 5 1 8 1 - 6 12 12 take to cleaners 1.7% 1.0% 2.2% 1.2% 2.5% 1.8% 1.2% 2.3% 1.2% 1.6% 1.6% 1.2% - 4.8% 2.0% 2.0% Don't go to the cleaners 4 - 2 2 - 4 - - 4 - 1 2 1 - 4 3 0.5% - 1.2% 0.6% - 0.6% - - 0.9% - 0.3% 2.1% 0.5% - 0.7% 0.5% Wifes responsibility/ 2 1 1 - 1 2 - - 2 - 2 - 1 - - 1 have wife take care of 0.3% 0.6% 0.4% - 0.3% 0.3% - - 0.5% - 0.4% - 0.3% - - 0.2% Other 45 4 13 19 9 36 8 20 20 5 19 3 16 7 37 31 5.2% 2.4% 6.6% 6.0% 4.7% 4.9% 6.1% 5.7% 4.5% 6.4% 4.0% 3.5% 9.0% 5.6% 6.2% 4.9% Nothing 7 1 4 1 2 5 2 2 4 - 3 1 3 - 6 3 0.8% 0.4% 1.9% 0.2% 1.0% 0.7% 1.2% 0.7% 1.0% - 0.6% 0.8% 1.8% - 1.0% 0.4% Don't know 10 1 2 6 1 7 1 7 3 - 5 2 3 - 6 6 1.1% 0.7% 1.0% 1.7% 0.7% 1.0% 1.0% 1.9% 0.7% - 1.0% 2.3% 1.6% - 1.0% 1.0% Refused/No answer * * - - - * - - * - * - - - - * 0.1% 0.3% - - - 0.1% - - 0.1% - 0.1% - - - - 0.1% Page 39 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 4 Whether EVER washed or laundered any clothing labeled "Dry Clean". *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 887 188 219 313 167 740 127 387 408 78 466 89 200 124 608 615 Respondents Analyzed Weighted 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 Respondents Yes 461 98 112 161 90 384 69 178 237 46 238 59 91 72 350 350 52.5% 55.3% 56.2% 50.1% 50.2% 52.0% 55.1% 50.9% 54.1% 54.2% 48.8% 64.9% 51.2% 60.3% 59.6% 56.4% No 410 77 87 160 87 349 56 167 200 39 249 32 83 47 235 264 46.8% 43.6% 43.5% 49.7% 48.3% 47.2% 44.9% 47.9% 45.5% 45.8% 50.9% 35.1% 46.5% 39.0% 40.0% 42.6% Don't know 6 2 1 1 3 6 - 4 2 - 1 - 4 1 2 6 0.7% 1.1% 0.3% 0.2% 1.5% 0.8% - 1.2% 0.4% - 0.2% - 2.3% 0.7% 0.3% 1.0% Page 40 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 5 Whether machine wash or hand wash items. (Base: Have laundered clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 457 96 114 160 87 379 67 190 218 43 227 55 100 71 351 337 Respondents Analyzed Weighted 461 98 112 161 90 384 69 178 237 46 238 59 91 72 350 350 Respondents Machine wash only 229 44 53 91 41 188 38 96 109 24 130 24 42 33 155 178 49.6% 45.3% 47.0% 56.4% 45.4% 48.8% 54.8% 54.2% 45.8% 51.8% 54.7% 40.7% 45.5% 45.4% 44.2% 50.7% Hand wash only 134 31 32 42 28 112 18 51 68 14 57 20 29 28 114 96 29.1% 32.1% 28.9% 26.1% 31.2% 29.1% 25.6% 29.0% 28.7% 31.0% 24.0% 33.8% 31.9% 38.2% 32.7% 27.4% Both/Depends 93 21 27 26 19 80 13 28 57 8 49 15 17 12 79 73 20.2% 21.4% 24.1% 16.1% 21.3% 20.9% 18.4% 15.7% 24.1% 17.2% 20.5% 25.5% 18.8% 16.4% 22.6% 21.0% Don't know 5 1 - 2 2 4 1 2 3 - 2 - 3 - 2 3 1.1% 1.2% - 1.4% 2.1% 1.1% 1.3% 1.1% 1.4% - 0.8% - 3.8% - 0.5% 1.0% Page 41 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 6 Wash cycle used. (Base: Have Machine washed clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 307 62 78 108 59 257 46 128 147 30 169 32 61 44 228 230 Respondents Analyzed Weighted 322 65 80 117 60 268 51 124 166 32 179 39 59 44 234 251 Respondents Gentle 121 15 35 46 25 110 10 35 70 16 67 17 22 16 100 98 37.7% 23.5% 44.2% 39.2% 41.9% 41.1% 20.2% 28.3% 42.2% 51.6% 37.1% 44.4% 37.2% 35.1% 42.9% 39.2% Regular 84 19 20 31 14 72 11 33 46 5 49 9 14 13 51 64 26.3% 29.8% 25.3% 26.3% 23.6% 26.8% 22.4% 27.0% 27.9% 14.7% 27.2% 24.1% 23.4% 28.2% 22.0% 25.3% Delicate 63 18 11 20 13 53 10 26 30 7 39 8 8 8 53 47 19.5% 28.0% 13.9% 17.3% 22.1% 19.6% 19.9% 20.7% 18.2% 21.6% 21.5% 20.1% 13.3% 19.1% 22.8% 18.5% Permanent-Press 26 7 6 9 3 14 11 10 13 3 15 3 6 2 19 22 7.9% 11.3% 7.4% 7.8% 5.3% 5.3% 22.4% 7.8% 8.0% 8.4% 8.4% 7.0% 9.5% 4.7% 8.0% 8.7% Pre-soak 3 - 3 - - 3 - 3 - - - - - 3 - 3 1.0% - 3.9% - - 1.2% - 2.5% - - - - - 6.9% - 1.2% Other 9 * 1 5 3 7 2 6 2 1 3 2 2 3 5 6 2.8% 0.7% 0.8% 3.9% 5.7% 2.5% 4.6% 5.0% 1.3% 2.2% 1.8% 4.3% 2.6% 5.7% 2.3% 2.5% Don't know 19 6 4 8 1 12 6 12 7 * 9 - 9 1 8 15 5.9% 9.7% 4.5% 7.1% 1.5% 4.6% 11.7% 9.3% 4.2% 1.5% 4.9% - 15.1% 2.9% 3.5% 6.0% Page 42 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 7 Water temperature used for wash cycle. (Base: Have Machine washed clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 307 62 78 108 59 257 46 128 147 30 169 32 61 44 228 230 Respondents Analyzed Weighted 322 65 80 117 60 268 51 124 166 32 179 39 59 44 234 251 Respondents Cold 199 37 50 77 34 169 29 75 100 24 115 25 28 31 147 162 61.8% 57.5% 62.6% 66.0% 57.2% 63.1% 56.5% 60.0% 60.3% 76.4% 64.2% 64.3% 46.9% 69.4% 62.9% 64.6% Warm 102 22 28 30 22 81 18 37 58 6 52 13 24 12 71 78 31.6% 33.9% 34.9% 25.3% 36.8% 30.3% 36.4% 30.0% 34.9% 19.9% 29.0% 33.2% 41.3% 27.7% 30.6% 31.2% Hot 9 3 1 4 1 8 1 5 4 1 5 1 1 2 5 3 2.8% 4.7% 1.7% 3.2% 1.7% 3.0% 2.0% 3.7% 2.3% 2.2% 2.9% 2.4% 1.7% 4.3% 2.2% 1.4% Don't know 15 3 2 7 4 11 4 9 5 * 8 - 7 - 13 9 4.8% 3.9% 2.2% 6.2% 6.3% 4.2% 7.8% 7.6% 3.2% 1.5% 4.6% - 12.1% - 5.4% 3.6% Page 43 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 8 Whether satisfied with the results of washing or laundering "Dry Clean" items. (Base: Have laundered clothing labeled "Dry Clean".) *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 457 96 114 160 87 379 67 190 218 43 227 55 100 71 351 337 Respondents Analyzed Weighted 461 98 112 161 90 384 69 178 237 46 238 59 91 72 350 350 Respondents Yes 288 57 69 100 62 235 50 121 142 25 136 36 68 48 216 212 62.5% 58.3% 61.5% 62.4% 68.6% 61.3% 71.4% 68.4% 59.7% 54.5% 57.1% 60.9% 74.9% 66.1% 61.6% 60.5% No 121 30 24 46 21 106 13 43 64 13 74 12 16 19 91 98 26.2% 31.0% 21.2% 28.7% 23.0% 27.6% 18.9% 24.5% 27.1% 28.5% 31.1% 20.9% 17.3% 25.9% 26.0% 28.0% Sometimes 51 10 19 13 8 43 6 13 31 7 27 11 7 6 43 39 11.0% 10.7% 17.4% 8.2% 8.4% 11.2% 8.1% 7.1% 13.2% 14.5% 11.3% 18.2% 7.8% 8.0% 12.1% 11.3% Don't know 1 - - 1 - - 1 - - 1 1 - - - 1 1 0.2% - - 0.7% - - 1.6% - - 2.5% 0.5% - - - 0.3% 0.3% Page 44 June 19-21, 1998 The Clorox Company -- Dry Cleaning And Laundry Study (FILTERED BY: HAVE OCCASION TO DO HOUSEHOLD LAUNDRY.) Question 9 For clothing items that can be either washed or dry cleaned if the label can only show one instruction, which instruction would prefer to see included on the label. *-- EDUCATION --* *---- EMPLOYMENT ----* Pri- *------ REGION -------* *- RACE --* ----------------- *------ STATUS ------* mary ----------------------- ----------- High Some ---------------------- Groc. North Mid- Non- Schl. Coll. Post- Full Part Re- Not Shop- Own Total East West South West White White /less /Grad Grad Time Time tired Empl. per Home ===== ===== ==== ===== ==== ===== ===== ===== ===== ===== ==== ==== ===== ===== ===== ==== Analyzed Unweighted 887 188 219 313 167 740 127 387 408 78 466 89 200 124 608 615 Respondents Analyzed Weighted 877 176 199 322 180 739 126 349 439 84 488 92 178 119 587 621 Respondents Washing instructions 779 157 180 283 159 671 100 310 391 74 429 83 158 109 520 557 88.8% 88.9% 90.4% 87.8% 88.5% 90.8% 79.7% 88.7% 88.9% 87.7% 87.9% 90.5% 88.5% 91.4% 88.5% 89.7% Dry cleaning 83 16 18 33 15 58 20 33 41 9 50 8 15 9 55 56 instructions 9.4% 9.1% 8.9% 10.4% 8.6% 7.8% 15.8% 9.4% 9.3% 10.5% 10.3% 8.6% 8.6% 7.4% 9.4% 9.0% Don't know 12 3 1 5 3 7 5 5 6 1 8 1 3 - 8 6 1.4% 2.0% 0.4% 1.5% 1.8% 1.0% 3.9% 1.5% 1.4% 0.8% 1.7% 0.8% 1.9% - 1.4% 1.0% Refused/No answer 4 - 1 1 2 3 1 1 1 1 1 - 2 1 4 2 0.4% - 0.4% 0.3% 1.1% 0.4% 0.7% 0.4% 0.3% 1.0% 0.1% - 0.9% 1.2% 0.6% 0.4%