Contextual variations can also occur at the meso- or middle level, i.e. within countries
and regions within countries. This is particularly likely to occur within large countries
where there are marked differences in topography, climate, ethnic groupings and urban
vs rural populations. These in turn may result in major differences in consumption
patterns and purchasing behavior, especially where there are significant differences
in the distribution and market infrastructure between regions. In China, for example,
there are marked differences in the economic infrastructure, consumer purchasing
power and distribution channels between different regions (Batra, 1997; Cui and
Liu, 2000).