Something else to look out for is the price of shipping, and the geographical location of merchant, for instance, compare the shipping charges for the same item on a few sites, that are located in the same area, if one price is much higher, they might be advertising a low price but make it up in the way of a handling charge added to the shipping charge, also if you narrowed down your choice of sites to just a few, then buy from the one geographically close, which will minimize the shipping charge, an example would be if you live in California, and your narrowed down sites are located in New York, Dallas, and Seattle, the lowest shipping charges would likely be from Seattle, now if there is a site also in California, you might still consider the Seattle site to save on sales tax, provided the company does not also have a physical store in California as well, because then they will also be required to charge sales tax, on the positive side, some merchants might show extremely low prices on items that have been discontinued by the manufacturer, and the merchants want to move excess inventory before they lose their profit margin all together, so checking with the manufacturer, if the item is current, will explain such a low price, or they might be a "wholesale to the public" type merchant with tremendous buying power, and warehouse space in which case the savings are passed to you, another explanation for low prices can be the use of drop shippers, and warehouse co-ops, which reduces the overhead for online merchants because they do not need to tie up thousands of dollars in inventory to make minimums, and the expense to house that inventory, all of which can contribute to lower prices, along with being in a very competitive retail venue.
Feedback and ratings!
There are many opportunities to give feedback or rate your experience with a site. What do you choose, a highly rated store with higher prices, or a store with little or no rating with lower prices, well I for one have many times, passed on offering a rating, by not responding to the email sent, just because of the lack of time, so these should be considered on the lighter side, for instance, a high number of ratings may not all be positive, or they might have lost sight of a customers value because business is so good they no longer feel the need to go the extra mile to make or keep a satisfied customer, on the other hand, no ratings at all might only mean it is a reasonably new store and has not received the customer count of the big guys, but my thought is this, give the little guy a shot, in their pursuit of sales they are more likely to go the extra mile to win over a customer, and possibly offer an incentive to return to them for future purchases.
How to search for your purchase!
I would recommend getting as much information about a product or products from the original manufacturers website, they usually offer the most comprehensive information about their products and usually a suggested retail price, but generally do not sell direct, but instead provide a list of sites you can purchase from, with that said, consider this, after visiting the manufacturers site you probably made the decision as to which product model you want to purchase, when doing a search engine search, include the make and model in your search query, rather then a general search term like "fish finder" or "digital camera" this will accomplish a few things, first it will reduce the number of results, and make the results you do get the most relevant, then search engines usually, under these circumstances, will provide a "price compare" link, for instance Google will provide Froogle results, or a Yahoo!
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