This study investigates how Swedish internet service providers (ISP) choose a Wi-Fi-Router for use by private customers. The study investigates the process of choosing a Wi-Fi-Router and what features the companies prioritize during the process. These features can be aspects such as security, speed, capacity, Wi-Fi standard and price. The study seeks to answer how the decision-making process is carried out in the companies, but also how the Wi-Fi-Routers features are prioritized during the decision-making process. 

This was investigated using qualitative methods in the form of semi-structured interviews. The interviews were held remotely, which allowed for a larger spread of respondents. After the interviews, the data was coded using thematic analysis to arrive at the results of the study. 

The study identified several different phases during the decision-making process that ISP’s go through. After identifying the phases, they were placed in a model which seeks to describe the decision-making process for all ISPs. 

The most important aspect during the decision-making process was the price. The remaining aspects were decided by the Wi-Fi-Router's price and compromises had to be made to lower the price to a reasonable level for both the company and the customer. In addition to the price, the companies aimed to find a balance between the other features, where compromises can be made for features they consider to be less important.