What characterizes a comparison shopper?

A comparison shopper is characterized by their behavior of investing time and effort in searching for the best deal. This involves evaluating various products and prices across different retailers to ensure they are getting the best value for their money. Such shoppers often utilize resources like online reviews, price comparison tools, and multiple shopping destinations to juxtapose options. This behavior reflects a deliberate and informed approach to purchasing, prioritizing both price and perceived quality over impulse buying or brand allegiance.

In contrast, the other descriptions highlight different shopping behaviors that do not align with the idea of careful evaluation that defines comparison shopping. For instance, buyers who simply pick the first item they see tend to act impulsively rather than thoughtfully assessing their options. Shoppers who only purchase during sales may lack the comprehensive view of the market that comparison shoppers employ, often restricting their choices to specific timeframes or deals without evaluating overall value. Lastly, those who shop based solely on brand loyalty might prioritize familiarity or trust in certain brands over a comparative analysis of price or quality, which diverges from the essence of being a comparison shopper.