Benjamin Graham wrote an article in a ladies magazine and suggested that you should buy stocks in the same way you buy your grocereries, not in the way you buy perfume.
What he was saying was that when people buy groceries, they look for quality but also compare value and make their purchased based on both, But when it comes to perfume often quality or brand is the only factor considered and purchases are made regardless of price, this may be ok for consumer items, But when it comes to investing it will almost always lead to disasterous results or medocre returns at best.