\setvariables
  [whatever]
  [name:first={product a},
   price:first={123,45},
   name:second={product b},
   price:second={0.67}]

\starttext

You can order \getvariable {whatever} {name:first} but only if you're willing
to pay the price of \getvariable {whatever} {price:first} Euros. But why not
go for the much cheaper \getvariable {whatever} {name:second} that only costs
you \getvariable {whatever} {price:second} Euros!

\stoptext
