Résumé
In this paper, we are interested in the situation of a product (wine) studied in its consumption context defined at the broad level (the beverage market). To identify and understand this context, we take into account the usage situation and define a market, at individual and perceived level, as the consideration set resulting from a goal categorization process. We propose a conceptual framework where substitutability is defined as the simultaneous membership of two products to the consideration set, determined by confrontation of desired benefits for the context and perceived attributes of the product. Our results characterize a stable good hierarchy (consumption contexts) conditioning the desired benefits and substitutability judgments of the consumer. Five consumption contexts are identified and make us able to formulate a strategic diagnostic for the positioning of wine on the beverage market.