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Ozet: Konfeksiyon urunlerinin uzerine ilistirilen tanimlayici etiketler mamullerin hangi yari mamullerden yapildigini, giysinin beden olcusunu, bakim yapilirken dikkat edilmesi gereken hususlar ile ureticinin adini ve adresini tasir. Bakim etiketleri ise, giysi veya ev tekstil urunlerinin uzerine ilistirilen bakim talimatlarini icerir Ulkemizde tekstil urunleri uzerinde yer alan etiketlerdeki yikama talimatlarini iceren grafik sembollerin, toplumun cogunlugu tarafindan bilinmedigi, bundan dolayi da bircok tekstil urununun kullanilamaz hale geldigi ya da zarar gordugu yapilan arastirmalar sonucunda ortaya cikmistir (Tuketici bulteni,2004: 4). Bu cercevede arastirmanin amaci, tekstil urunleri uzerinde yer alan bakim sembollerinin tuketiciler tarafindan nasil algilandigi sembollerin taninma durumu bakim sirasinda karsilasilan problemler ve nedenleri ile bu problemlere cozum onerileri getirmektir. Anahtar Kelimeler: Tuketici Algilamasi, Etiketleme, Bakim Etiketleri, Bakim Sembolleri Abstract: The label attached on the garment informs the consumer who the manufacturer is, place of production, the material of the garment, sizing, and also washing instruction. The care label is also considered the cleaning instructions. These instructions are usually sewn into a garment or on textiles. Several researches have proven that a majority of consumers in Turkey do not understand the meaning of washing symbols nor do they recognize them. In fact, many garments are damaged outworn and misused In this context our goals are to see how the consumers perceive and recognize these symbols on the garment label. The conflicts and the reasons during the care of the product; and present a possible solution to these conflicts of the specific garments. Keywords: Perception of consumer, Labeling, Care Label, Pictograph

İŞLEVSEL BİR PAZARLAMA ARACI OLARAK YIKAMA VE BAKIM ETİKETLERİ (Kadın Tüketicilerin Bakım Etiketi ve Sembollerini Algılama Davranışları)