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

By Jochen Hartl


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.Consumer demand, consumer behaviour, Academia Barilla, Italian food, Consumer/Household Economics,

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