Must display a thorough understanding of:fundamental consumer behavior conceptstheoriesconsumer motivations and driversSubmit a 2-4 page double spaced paper answering the following essay questions:Why are consumers willing to pay a significant premium to own luxury products?What are the key consumer motivations, and drivers of luxury consumption?How does the brand image of Gucci differ from its key competitors? How does the consumer differ? Case: Gucci: Staying Relevant in Luxury over a Century  Links to an external site.By: Nirmalya Kumar, Sheetal Mittal (found in Harvard Business Review pack).