Theoretical Framework

The Internal influences that have effect on consumer behavior consist of an

individual’s perception, learning, memory, motives, personality, emotions and attitudes.

(Hawkins & Mothersbaugh, 2010). There are different factor that affects consumer

behavior. One is the psychological factor, which is the internal factor that includes

individual’s perception or one’s awareness to its surroundings, learning or the process

of acquiring new knowledge, memory which refers to the information that has been

stored in one’s mind, motives or simply referring to someone’s reason, personality or an

individual’s way of thinking, feeling, and behaving, and lastly emotions and attitudes.

Business owners should take care of this internal factor because it will be affecting the

consumers buying decision.

Anonymous (2014) social factor is the factors that are prevalent in the society

where the consumer lives. The society is composed of several individuals with their

different preferences and behaviors. This behavior will influence the personal

preference of the other individual as they tend to perform different activities which are

acceptable in the society. One of it is the family; they play the crucial role in designing

one’s preferences and behaviors. It offers the environment wherein the individual evolve

and develop personality which acquire values.

Alfred Marshall was an economist who believed that consumer buys their goods

and services based on what offers the most personal satisfaction. (Rebecca Bernstein,

2016) Price is one of the factor that the consumer consider when choosing and

purchasing products or services. Consumer will choose products and services base on

their need and wants and will purchase if consumers can afford the price of the products

and services with a high quality and will meet the consumer’s satisfaction.

The researchers made a healthy product with a use of coconut as a main

ingredient and transformed the coconut as burger patty, the researchers named this

product Coco Burger. Coco Burger can sell to the market with affordable price and have
the same as the meat patty. Coco Burger will patronize by the consumer as the

consumer realized that the consumer can purchase a burger, a healthy burger that will

benefit the consumer’s health with affordable price unlike the most of the usual burger

with processed meat as the patty that can lead to cancer. The World Health

Organization has classified processed meats including ham, bacon, salami and

frankfurt as a Group 1 carcinogen (known to cause cancer) which means that there’s

strong evidence that processed meats cause cancer. (Cancer Council, 2015)

Presenting a new and innovative product in the market is not easy, so the

researchers create a new and innovative product which is coco burger. Product

innovation is believed to increase the consumer’s utility but only effective if the

researchers will invest in marketing which will be the key for the researcher to find out

the acceptability of this new and innovative product. Since there is a big increase on

competition in the market there will always be a decrease in your innovation that is why

the researcher will use social media so present the product to test and compare how will

the consumers accept and respond to the newly innovated product through social media

in which the product will be easy to access and discover by the consumer. (Kaiser &

Ulrich 2011, Product Innovation and Product Innovation Marketing: Theory and Micro

econometric Evidence, ZEW Discussion Paper No. 01-31, Mannheim.)