mouth are the most important drivers of fluid purchase choices. • Only moderate satisfaction is expressed with preferred brands, with slightly less satisfaction recorded for Chinese brands over global names. Methodology What Users Look for in a Fluid • Protection, durability and extending the life of the vehicle were cited by around four-fifths of the sample. • Performance – notably of hydraulics – and fuel economy were mentioned as important factors by around 70 percent. • A “trusted brand” was desired by nearly 70 percent, but only a third expressed a preference for either global or local brands as a group. • “Lowest price” was admitted as a key determinant by just 8 percent of the sample. For this study, a balanced sample of off-highway fleet managers was surveyed by means of face-to-face interviews lasting around half an hour. This work was completed in December 2010. The sample comprised 100 managers of construction equipment fleets and 50 managers of companies who lease out construction equipment. Typically, the managers had 14 years of industry experience. Among the construction company managers surveyed, the majority identified themselves as key company decision-makers.http://www.sae.org/servlets/digitalmag?LINK=DMAG15189027A1M7594&cid=cidcode