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Article history: Received: September 26, 2017 Received in revised format: September 26, 2017 Accepted: November 28, 2017 Available online: November 29, 2017 Developed food production lines recently have built factories for novel products to find a position in the market faster, although innovation is still expensive and risky. This study focuses on contributors who persuade consumers to purchase new pasta products in Tehran, and tries to determine the correlation among the criteria. This is conducted from the market experts’ view points along with a blend of grounded theory and DEMATEL. The results indicate that quality, price, packaging, promotion, phantasm and place parameters enhance new pasta pictures on customers’ buying decision making. According to experts, quality and price are the most influential factors and promotion and phantasm are completely ineffective. In addition, cultural parameters, especially local recipes as well as customers’ palate are important in this process. © 2018 Growing Science Ltd. All rights reserved.