provided by Research Papers in Economics
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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