As a consumer, finding the highest quality tire that will fulfill your specific needs at the most competitive price should be the ultimate goal. Not buying the cheapest tires. Which usually turn out to be that. Also ask about our Life of the Tire Service Agreement warranty plan available. Don't overlook looking at the tires.
Cosmetics are an important criteria.
Anyone who follows these basic guidelines is ahead of the game when shopping for tires and most importantly will end up with a set of tires that will keep them driving comfortably for years.