Gianluigi Zenti, President, Academia Barilla SpA - The Changing Consumer: Demanding but Predictable

International Food andAgribusiness Management Review
Volume 9, Issue 2, 2006

Gianluigi Zenti, President, Academia Barilla SpA - The Changing

Consumer: Demanding but Predictable

Jochen Hartl a®
a Student Interviewer, Institute for Agricultural Policy and MarketJustus-Liebig-Umveritat,
Giessen, Senckenbergstrasse 3, Giessen, 35390, Germany

Abstract

It is crucial to understand and predict consumers’ behaviour to meet future
consumer demands. This report contributes to the discussion by giving an insight
into consumers’ behaviour from the perspective of Gianluigi Zenti, executive
director of Academia Barilla. It is discussed how consumers’ choice has changed in
particular with regard to Italian food in the US and how Barilla has responded to
that challenge.

Keywords: Consumer demand, consumer behaviour, Academia Barilla, Italian food

® Corresponding author: Tel: + 49—641—99—37038

Email: [email protected]

© 2006 International Food and Agribusiness Management Association (IAMA). All rights reserved.

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