However, price is only one factor in the purchasing decision. Other important factors are the quality of the product, the service contract that comes with the product, and the terms of the manufacturer's warranty. Sellers frequently offer different prices and services or promotional offers to create a competitive environment. A smart shopper will take advantage of those situations, but it can get complicated. To help simplify your analysis, consider using a consumer-buying matrix like the one shown on page 243 of your textbook.
Many people view research and comparison shopping as a waste of time.
For some items, that may be true. Running from supermarket to supermarket to comparison shop for a can of beans is not the best use of your time. The items that you buy frequently, such as groceries, should be routinely compared as you shop because the market can change frequently. However, doing price comparisons for items like a computer can often save you hundreds of dollars. After completing your research and analysis, you make your decision and purchase the product.