عنوان مقاله [English]
The aim is the anthropological study of traditional and modern bazaars. The research method is qualitative and documentary and field methods have been used to collect data. The findings showed; There is relative satisfaction among customers from chain shopping centers. The majority of clients were working women and even housewives, for several reasons, such as: the uniformity and variety and packaging of products, the presence of heating and cooling systems in stores, the presence of parking and carrying purchased items by trolley to the car parking area. The presence of sellers in each section is the seasonal and periodic discounts of these centers. The use of carts and the variety of products especially for children, the existence of restaurants with all kinds of fast food and traditional foods, various foods, they preferred to buy from large stores. results show; The identity of the past people of Tehran was built in the same old neighborhoods and traditional bazaars. The main function of these bazaars is to meet people's daily needs. Chain stores are considered one of the urban infrastructures and are affected by the advancement of technology and at the same time affect the surrounding environment. Shopping centers were influenced by the advancement of technology and at the same time had an effect on the surrounding environment. Disruption of local trade, loss of local identities and different subcultures are some of the points that are affected by the modernist nature of these centers.