WHEN THE GOING GETS TOUGH: NARRATIVES OF TRADITIONAL BUSINESS SURVIVAL THROUGHOUT CRISIS

Abstract

The COVID-19 Pandemic has resulted in severe difficulties, especially for those who are traditional business owners. Thus, there are different challenges that business owners have experienced. This study was designed to identify the coping mechanisms of traditional business owners when a pandemic hit them. The participants in this study were ten selected traditional business owners from Santiago City. The researchers used a narratology design that focuses on the life of a person to obtain a precise and correct response. In addition, the researchers used an open-ended interview method through an interview guide. The study found that the traditional business owners experienced business closures, the emergence of online selling, a downtrend in sales, heightened business compliance to safety protocols, financial difficulties and emphasizing products and services, strengthening customer relationships and loyalty, adapting personalized public health measures, aligning the traditional business to innovative business trends and promotion through virtual channels are their ways to cope up and keep their business afloat amidst COVID-19 Pandemic.