I just bought my first guitar.None of my friends play instruments so I had to trust my own judgement and I have NO guitar experience at all.
I didn't shop around much, just went straight to Chappell's in Bond Street (that's London, England for the foreigners amongst us). I thought at the time I was "researching" but was really impressed with the help I got and ended up buying a Yamaha. It's a DW-5S (dreadnought with solid spruce top, rosewood back and sides). It's delightful, but then I have not much to compare with! I suppose I was lucky not to be able to recognise any shortcomings, but the main thing is I'm happy in my own mind.
I think probably the main reason I went Yamaha is because my (traditional) piano is a Yamaha and I am delighted with it. I even feature in a Yamaha piano advert (in a small way!).
Back on the guitar, I bought two tutor books with CDs attached, both of which seem OK except that they seem to conflict in places. But last week I came across a PC based tutor which is just incredible. I reckon that in a few years time I'll be able to play guitar as badly as I play piano.
Terry