Looking for bargain shares to consider buying in a volatile stock market? Don’t forget this!

With the stock market continuing to gyrate, our writer’s been looking for cheap shares to buy — while remembering one key principle.

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When the market wobbles, it can be unnerving. Over the past few months, we have seen the market more than merely wobble. The US S&P 500 entered market-crash territory, although it has since recovered some ground. The UK market has been seeing a fair bit of turbulence too. But I view that as a potential bargain-hunting opportunity and have been looking for shares to buy for my portfolio.

During stock market turbulence (and at other times too) though, it is important for investors to remember a key distinction: price and value are not the same thing.

Learning from Warren Buffett

That may sound like an academic difference, but it is a highly important one. Ignoring it can be very costly for an investor. As legendary investor Warren Buffett sums it up: Price is what you pay and value is what you get”.

To illustrate, imagine a share sells for £1 and then crashes to 50p. Is it a bargain? Without knowing the details of the business, it is impossible to say just based on share price.

Why? Maybe the share was worth £1, which is why it was previously selling for £1. So 50p is a bargain. Maybe it was only ever worth 25p, so it was not a bargain at £1 and is still not a bargain despite losing half of its value (this describes the common investing mistake of buying a value trap).

Or maybe the share was worth £1 but the price crash was because a change in its business prospects meant it was no longer worth that – or perhaps even 50p. That scenario pretty much sums up the position of many banking shares during the 2008 financial crisis. Yes, Lloyds has risen 126% over the past five years – but it is still 76% below its 2007 highpoint before that crisis.

On the hunt for bargains

I aim to remember that as I update my list of shares to buy during stock market turbulence. For example, I have been eyeing Nvidia for a while and its share price has lately traded lower.

But a lower Nvidia share price partly reflects that fact that trade conflicts risk hurting the firm’s profits. Therefore, despite the price fall, I do not yet think Nvidia offers me the value I am looking for.

So which companies have made it to my list of shares to buy? One recent example is value retailer B&M (LSE: BME).

The B&M share price is down 34% over the past year. But it has lately been staging something of a turnaround, with the shares up by a third in less than two months.

While stock market turbulence and a weak economy could be bad for many companies, I actually see them as potentially positive for this ‘pile ‘em high, flog ‘em cheap‘ merchant. Tightening consumer purses trings could help B&M take market share from more expensive rivals.

One risk is B&M’s ongoing hunt for a chief executive. Not having a leader in place can lead to a business drifting and important decisions being postponed.

But the company has a proven business formula, lots of white space to expand both in the UK and on the continent and its ongoing shop opening programme could build revenues. I see it as worth considering.

C Ruane has positions in B&M European Value. The Motley Fool UK has recommended B&M European Value, Lloyds Banking Group Plc, and Nvidia. Views expressed on the companies mentioned in this article are those of the writer and therefore may differ from the official recommendations we make in our subscription services such as Share Advisor, Hidden Winners and Pro. Here at The Motley Fool we believe that considering a diverse range of insights makes us better investors.

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