The objective of this paper is to present the concept of ``scenario representation'' which will serve to increase understanding of precise details of specific scenarios for the purpose of focusing on consumer behavior analysis. The terminology that is used for scenarios, related to consumer behavior, can be defined so that such terminology clarifies key factors, including the type of customer, the content of purchase behavior and the changes that occur in consumer purchase behavior. In this paper we deal with the case study of the ``Yukijirushi Incident'' analysis by using network flow estimation methods to analyze consumer behavior. We also discuss how the framework of scenario representation used can provide important leads to the creation of new scenarios and how this can contribute to the discovery of new business chances.