59-05-032 Proceeding

139 Proceedings of the Princess Maha Chakri Sirindhorn Congress B. Research Methodology The purpose of this research is to examine the related factors of brand associations, brand awareness, performance quality, brand reputation, satisfaction, trust, value and perceived qualitywhich have effects on brand loyalty toward L’Oréal brand consumers inYangon, Myanmar. 400 sets of survey questionnaires with the construct of 5-points Likert scale were delivered to the customers who have been using any L’Oréal cosmetic product for at least 2months.The researcher adopted non-probability: quota, judgemental and convenience sampling to collect the primary data from the four selected shopping centers from Yangon. The duration of data collection was from December 2014 to January 2015. The researcher has applied descriptive analysis in order to present a demographic profile and general information of the respondents. Zikmund (2003) stated that descriptive statistical technique is employed to define the features of the population or samples in an investigation. The demographic information includes gender, marital status, age, personal income, education level and occupation. The Cronbach’s Alpha was applied to test the reliability of variables of this research. Sekaran (2000) stated that the variables are reliable and can be used as research tool if the ( α ) value of questions which are being tested for each variable is greater than or equal to 0.6. The detailed reliability value of each variable is presented in Table 1. Table 1 Reliability Analysis Value of Variables Variables Measurement Cronbach’s & items Brand Associations 0.8054 Brand Awareness 0.882 5 Brand Loyalty 0.980 5 Brand Reputation 0.861 4 Perceived Quality 0.835 4 Performance Quality 0.652 5 Satisfaction 0.932 5 Trust 0.679 4 Value 0.661 4 IV. Research Findings According to descriptive analysis result, the demographic profile of the 400 respondents can be summarized as follows: • 310 (77.5%) are females • 290 (72.5%) are single