Rodney has created a new cleaning product. However, instead of focusing on some of the traditional benefits that are usually displayed in cleaning$-$product commercials, he instructed his marketing team to focus on the specifications of the product. He wanted his commercial to speak of speed and technology, and to feel rugged. Rodney is trying to focus on which buying influence?

a$.$ Family life$-$cycle stage

b$.$ Age

c$.$ Social class

d$.$ Gender