  "The UK Mobile Phone Industry: Delivering Value to the Student Segment of the Market" The dissertation focuses on the mobile service offered to the student market segment. The number of students in the UK is considerably high, therefore profitable to the mobile network service providers. It was established that the best way for the network service providers to survive and stand a chance of making profit was to convince new customers to subscribe to monthly line rentals and for their current customers stay loyal and not change their tariffs to pre-pay. The research concluded that the current marketing segmentation techniques used by the service providers is not effective and that it needed to be changed. Ref: market0002 20,000 words 92% distinction Grade Contemporary literature review Fully referenced throughout Includes full questionnaire 1: Introduction/Background Research Problem Research Objectives Layout 2: Literature Review Market Segmentation Consumer Market Segmentation Demographic Segmentation Targeting Pricing Promotional pricing Pricing Methods Service Marketing Service category choice model Service quality (SERVQUAL) Customer Brand Preferences Consumer Behaviour Customer Retention Advertising 3: Methodology Secondary Data Primary Data Qualitative Research Quantitative Research Focus Group/Group Interview Questionnaire Sampling The Pilot Test The First (1st) Test The Second (2nd) Test 4: Findings & Analysis The Focus Group The Questionnaire Discussion of the overall survey results Cross Tabulation analysis of related variables 5: Conclusions & Recommendations Recommendations for Change Recommendations for No Change Recommendations for Further Research 6: References and Bibliography 7: Appendixes Focus Group Transcript The Questionnaire The Tariffs Questionnaire Results Promotional Materials used by the Network Service Providers Vodafone Promotions T-Mobile Promotions O2 Promotions Orange Promotions Three (3) Promotions Mobile Market size and Trends 
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