What do you call a shopper who extensively compares products and prices before making a purchase?

A shopper who extensively compares products and prices before making a purchase is known as a comparison shopper. This type of consumer is methodical and seeks to ensure they make the best possible decision regarding their purchase. They typically research various products and prices, often looking at multiple retailers to identify the best value or to find specific features that meet their needs.

This behavior is driven by a desire for value, which suggests that comparison shoppers are more informed than other types of consumers, as they take the time to gather and analyze information rather than making spontaneous decisions based on immediate desire. This type of shopping is particularly prevalent in markets with intense competition, where price differentiation and product features are emphasized.

In contrast, other descriptors do not capture the essence of a shopper who engages in this extensive comparison process. For example, an impulse buyer acts spontaneously and often makes purchasing decisions based on immediate feelings rather than thorough comparison. A loyal customer tends to favor specific brands or retailers due to past positive experiences, showing less inclination to compare extensively. A discount hunter specifically targets deals and special pricing but may not engage in comprehensive product comparison across varied retailers, focusing instead on finding discounts at particular points.