OMNI-channels are new and a continuously growing phenomena in the world of science and in the world of business. Along with new technology being developed and changed new possible ways to consume are being created. Today we have access to an enormous quantity of information which OMNI-channels take use of. Previous studies have had a greater focus from companies’ perspective regarding OMNI-channels. The main cause with this study is to through a consumer’s perspective give a deeper understanding for the chosen consumer group’s approach and use of OMNI-channels. This will be done by studying the decision-making theory and how it affects the chosen consumer group when buying high involvement products and low involvement products. The study will also generate a deeper understanding for how the consumer group use and think of the new and growing channel mobile application. This has been done by interviewing six consumers about their approach towards this.
Our empirical findings has been analysed by the theoretical framework which have given several conclusions. The conclusions, of this study, are that the chosen consumer group prefer OMNI-channels during the buying process when buying high involvement products in comparison with low involvement products. In addition, the chosen consumer group use mobile applications in the current situation as an information tool.