Here are some of the top things that people look for when buying a dog collar:

1. Size and fit: It's important to choose a collar that fits your dog properly. A collar that is too loose may slip off, while a collar that is too tight can be uncomfortable or even dangerous for your dog. Measure your dog's neck and choose a collar that fits snugly but can still be slipped over their head easily.
2. Durability: Dogs can be rough on their collars, so it's important to choose a collar that is durable and able to withstand your dog's active lifestyle.
3. Comfort: Your dog will be wearing their collar all the time, so it's important to choose a collar that is comfortable for them to wear. Look for collars with padding or other features that can help reduce chafing and irritation.
4. Style: There are many different styles of dog collars available, so it's important to choose one that fits your personal style as well as your dog's personality.
5. Functionality: Depending on your needs, you may be looking for a collar with specific features such as a reflective strip for added visibility or a built-in leash attachment.
6. Cost: Finally, cost is often a factor when choosing a dog collar. Determine your budget and look for a collar that fits your needs and price range.

By considering these factors, you can choose the perfect dog collar for your furry friend.