Usage Behavior and Marketing Mix of G Suite For Khon Kaen University Staff
This study is aimed to investigate G Suite usage behavior of KhonKaen University staff and level of important of marketing mix perceived by the staff. A survey was conducted by distribution of online questionnaires which reached all KhonKaen University staff members via corporate email. There were 400 respondents from the survey. After data was gathered, it was analyzed statistically. The values of frequency, percentage, mean, and standard deviation were calculated along with independent-sample t-test and one-way ANOVA analysis. The results illustrated that personal profiles i.e., gender, incomes level, and education level have significant different effect on marketing mix decision. In the study of behavior, only usage frequency and connection device have significant effect on marketing mix decision. Among the marketing mix 8 Ps, product, place, and process are the most influencing marketing mix which effect user behavior.
Keywords - Marketing mix, usage behavior, apps usage