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Iran home appliances producers are challenged by the many foreign competitors. These companies can employ Information and communication technology for improvement of the competitiveness. So in this paper, the identification of internet marketing strategies and the consumer behavior have been analyzed by grounded theory. The research shows that, internet marketing strategy (IMS) can be classified into three kind of different strategies: Transactional, interactive and intelligent. And the behavior of the Iranian home appliances could be descripting in three styles: Rational Shoppers, feeling Shoppers and Intelligent Shoppers.