Retail industry has been intensely changed during 10 years ago. Chain stores growth rate that was very slow previously in Iran, is intensifying now and these great stores are being established and utilized in capital and other large cities in Iran. Big global brands have begun attractive cometition for active presence in Iran market. Numerous factors triggered widespread changes and evolutions in retail industry and the most important ones are : identifying Iranian consumers purchase behavior and habits along with technological developments, creating more contact points, diverse buying methods and various products evaluation and compare methods. Active businesses in this domain need to percieve buying behaviors, target audiences demand, knowledge utilization and distinct experiences creation in physical and virtual environments to remain competitive. “Ettelaat-e-Farda” institution always observe this market and get appropriate feedbacks from these changes and growing retail market and seek to understand marketplace better and its numerous players.