A Comparative Study of First-Time Vs Repeat Buyers in the NonCommercial Four-Wheeler Market

In recent years, the automobile industry has changed significantly due to new technology, shifting lifestyles, and easier access to vehicle financing. As a result, it is important for manufacturers and marketers to understand how consumers make buying decisions. This study looks at the differences between first-time and repeat buyers in the non-commercial four-wheeler market, focusing on their satisfaction after purchase and the challenges they face during the buying process. The research uses a descriptive and comparative approach and focuses on consumers in Ayodhya district, Uttar Pradesh, India. In this study, primary data were collected using a structured questionnaire given to automobile owners, resulting in 149 responses through convenience sampling. The study uses statistical methods like regression analysis, ANOVA, and independent sample t-tests to explore the link between buyer type and purchase experience. The results show a strong connection between buyer category and purchasing behavior. The regression model explains much of the variation, ANOVA confirms the model is statistically significant, and t-tests show a clear difference between first-time and repeat buyers in the challenges they face during the purchase process. The results show that first-time buyers have more trouble with information search, comparing models, making financing decisions, and negotiating with dealers. In contrast, repeat buyers benefit from their previous experience and knowledge of the automobile market. The study highlights the need to understand these differences to improve marketing strategies, increase customer satisfaction, and build long-term relationships in the competitive automobile industry.