How much a product costs is very often the determining factor as to whether or not we make the purchase.

Ideally, a good buying decision should also take into consideration the quality of the product and reputation of the trader selling it. Hence, it is in our best interest, as consumers, to not only shop around for the best price.

While comparing prices we should also evaluate the kind of product we are getting and also the kind of customer care policies the trader is willing to offer over and above his legal obligations.

Comparing prices should be the easiest part of our shopping experience, as there are specific regulations that oblige sellers to clearly display the prices of the products they sell. There are also specific rules about how retailers should display prices.

The Price Indication Regulations provide that every kind, size and type of product for sale should have a price on it, and the price should be displayed in a manner that is unambiguous, easily identifiable and clearlylegible. This obligation extends to products displayed in shop windows.

In practice, each product displayed should either have a price on it or near it, such as, for example, on a label on the edge of a shelf where the product is displayed. Usually, this kind of price display is opted for when there is more than one item of the same kind, size, type or brand.

The regulations also provide that the price displayed needs to be the final selling price of goods in euros, including VAT and any other taxes or charges. In other words, the price has to be the price the consumer must pay, without any 'hidden extras'.

Products sold by weight or volume should show two prices. One of these should be the actual selling price and the other the unit price - the price the product would cost for a given quantity, for example, a kilo of ham. The reason for this is that it is only by comparing unit prices of various products that we can really compare one brand with another.

This rule also applies to pre-packed goods in pre-established or variable quantities. With regard to pre-packaged solid food products presented in liquid medium, the price per unit refers to the weight of the solid food without the liquid in which it is contained.

These rules, however, do not apply when goods are sold at an auction; when they are provided in the course of a service; and also when they are supplied for the purpose of reselling. Works of art and antiques are exempt from these regulations.

In the case of services, the seller's obligations are different. Due to the nature of 'services', it is not always possible to display the price in advance. However, to avoid any possible misunderstandings and eventual complaints, before providing a service, traders should inform consumers of the total cost of the service, including taxes.

It is also the customers' responsibility to protect themselves from unpleasant surprises by requesting a quote of all costs involved before purchasing any kind of service.

Businesses such as restaurants, pubs, cafeterias and wine bars are required by law to display a price list visible from the street or at the entrance of the premises. Such lists should be clearly legible and up-to-date. In this way, customers can compare prices before they decide to enter.

If, while shopping, we notice that prices are not indicated as the law stipulates, we can assert our rights by reporting these traders to the Enforcement Directorate within the Consumer and Competition Department.

Lack of price indication or misleading prices can be reported on Freephone 8007 4400.

Non-adherence to these regulations is an offence and, if found guilty, shop owners are liable to pay a fine of between €116 and €1,162.

In the case of a second or subsequent conviction, shop owners can also have their trade licence suspended for a week. Traders are bound to ensure full compliance with these regulations not only by themselves but also by their employees.

Ms Vella is senior information officer, Consumer and Competition Department.