Well the first thing I ask myself these days is, what can this rifle do that ones I already have can not. Next is what appeals to me about the rifle, is it the caliber, the looks, the action, the function, or a combination of that. Next I look at the company. I am not going to purchase from a company that I can not depend on. One reason I stopped buying White rifles. I mean they are a great rifle. But if one breaks... Next I read reports of how well the rifle functions, what other shooters reports are, accuracy, and dependability. One reason I avoid new concept rifles. Because I want to know that the bugs are worked out of them. Then of course we get to price for the rifle. And I then ask myself if buying this rifle will really add to what I already have.
I have really put stop checks on myself as of late. One reason I have not purchased any new rifles in a very long time.