Well I've had mine pierced for about 5 years now and I love it. As for your questions though:
1. It hurt me quite a lot (probably a 7-8) but it was so so fast. It hurt for all of a few seconds. So I wouldn't let that put you off.
2. I'm not sure about pricing as I live in Australia. I paid about $75 for mine and that is about average here. As long as where you are having it done is clean and they sterilise the instruments then it doesn't really matter if they are a little cheaper.
Check them out before you get it done though. Is the studio clean? Is the floor clean? Do they wear gloves?
As for not wanting to pay much for a little piece of jewellery, good luck

By that I mean that when you get one and start to look at all the pretty belly jewellery out there you will find it hard to resist them. I have about 10 belly rings, 2 of them gold. And I will probably get more as time goes on. I think they are all so pretty, and there is so much to choose from!
Good luck to you though. I recommend them as I love the look of them.