WOOPIES
Well Off Older People
Demographic
Ethnicity - White Men
Age - 40-65
Income - Middle Class
Family Size - 4-6 people in household
Geographic
Location - Grove City, Ohio
Population - 37,490
Psychographics
Values - Good working products
Hobbies - Working on the yard
Behavioral Variables
Features Desired - Benefits, make life easier
Usage Rate - Heavy usage
Brand Loyal - Loyal to good brands