Price will always be a factor. But its important to at least pay for what you need in terms of features and specification.For example, if you're going to be running a tonne of big programs all at once - opt for a Quad-core processor over a Dual-core even though the latter will be significantly cheaper.
Buying a laptop means making sure your needs are met at a suitable price point.
2. Size Matters
Getting the size right can be a tricky conundrum. You want a large high spec screen but you don't want to be carrying around a heavy slab, especially if you have a job with travel involved.
Try using this as a golden rule - if you just need to casually browse and send emails and are constantly on the move, maybe opt for a 13 inch screen. If you rarely leave home, opt for a 15 inch screen. If you do a bit of both, then a 14 inch screen will be a good bet.
Same goes for the keyboard - it might seem cute and compact to have a tiny keyboard, but it could cause you problems when typing quickly.
3. The Resolution Solution
If you like the sound of a 4k resolution, but you're opting for a 13 inch screen - then don't bother. You won't feel the full force of the power!
4k screens can also burn through your battery and you'll constantly need a spare laptop charger with you at all times.
1080 screens are normally sufficient for all non-gaming gurus and won't break the bank!
4. Specification Obsession
You know what you want and you're sticking by it! Don't!
Most people become obsessed in a couple of areas: memory and speed. For example, you know you need more memory - but do you really need to double up your RAM for the heavy additional cost?
8 Gigs is normally plenty for those not running chunky software!
Focus on the right spec/cost balance of battery life, resolution, speed and memory and offset what you do and don't need accordingly.
5. The 2-in1 "Gimmick"
There now are three areas of the portable computer market: laptops, tablets and 2-in-1s (take note of this distinction when buying).
Whilst a tablet with a keyboard can be used to regularly send emails it won't enable you to run chunky software, multi-task or browse for info very quickly. Tablet keyboards can also be very compact and difficult to use.
Make sure you're focussed but open to your spec without making an wild assumptions of what a tablet can do vs a laptop.