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In this photo, a young adolescent juggles an apple and an orange.  Before making purchases, most budget-savvy consumers want to spend time comparison shopping.  Comparing quality, features, and prices enables consumers to choose products and services that best suit their needs and budgets.  Whether they are buying big-ticket items like appliances or everyday items like food, consumers want to make smart decisions.  However, it often takes time, effort, and careful research to reach those decisions.  Consumers want to be sure they are comparing apples to apples and oranges to oranges, instead of comparing apples to oranges.