Mr. Finch, who is a bartender at North Ryde RSL, observed that most of the customers in his bar often orders Malibu Rum during lunch and summer days. However, If it is raining outside, then a lot of his clients order Captain Morgans instead of  Malibu. So we can see that different customers purchase/consume different brands of rum in various consumption situation.

In this example what of the concepts have been discussed?