ABSTRACT: This study was conducted to analyze the impact of the Corona Virus 19 or pandemic crisis in the province of Nueva Ecija on retail consumers’ practices and behavioral changes. The descriptive study method was used to analyze the 351 respondents in the Municipality of Rizal, Nueva Ecija. Like any other business, small-scale enterprises, specifically retailers, must adopt an effective marketing strategy in selling their products or services amidst the pandemic crisis. Businesses must analyze the different consumer practices of their target market. In this study, the researchers’ findings recommended to all small enterprise owners that retail stores should adapt a marketing strategy to persuade consumers who shop or buy products in other places.

KEYWORDS – COVID19; pandemic crisis; consumer practices; sustainable; small-scale enterprises