Interesting Question.
This is the situation where I live.

5 stores in 45 minutes of my house.

Most expensive store (easily MSRP)
* great service
* flexible and listen
* wont budge an inch on price (which is WAY too high)

Three middle of the road shops
* slight attitudes
* always seem to be 'busy' and they are 'making' time to chat with you
* love money up front, delivery time undetermined

Lowest Price
* guy is a complete dillweed
* only wants to sell you HIS brand
* has an ego the size of all of new england

Then there is Walmart
* people dont know jack
* can get just about anything
* competatively priced

So, what decides it for me?
1. do I know exactly what I am looking for?
* if so it narrows it down to middle 3 or walmart
* If I need help deciding, I go to middle 3. They generally know SOMETHING about firearms
* I wont save a few bucks to give a-hole his sale
* I wont spend 25%+ more at nice guys place

2. Do I need to save a buck?
* Sometimes money is tighter than other times, Generally will land on middle 3

3. How far do I want to travel?
* Unfortunately, Jerky is the closest dealer.
* Can I save more time in 'hassle' with someone farther away, or Walmart, than dealing with Dumb-Head
* Big purchase, I am willing to travel. A choke or targets, I'll dash in and get what I need.

All in all, I really do try and support my local dealers (in everything from car repair to hunting supplies).
But when the local dealer makes the process of buying through them a situation that causes heartburn and migraines, it is hard NOT to walk into Wally-World and simply as for what you know you want, Pay for it, and Walk out (either that day or on delivery).