So what DO you choose? What does it cost? Oh if there were only those answers!!! Do your research – ask a local HAM operator.
Here’s some links for the BIG 3 manufacturers
An Excellent resource for reviews of HAM gear is https://www.eham.net/
A considerable amount of used gear is available online but it’s Buyer Beware. Seriously – do your homework BEFORE you spend the money. All too often I have seen people purchase gear that may not DO all you want it to. Whether it’s a handheld, mobile, HF, all-mode – there are so many choices.