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 con-tributors 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, packag-ing, 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 promo-tion and phantasm are completely ineffective. In addition, cultural parameters, especially local reci-pes as well as customers’ palate are important in this process.