The objective of the research was to determine the factors of consumer behavior that influence the purchase pro- cess of bodegas in the context of COVID-19 in the year 2021. The study was carried out from the quantitative approach, with a research design non-experimental-transversal-explanatory. A questionnaire consisting of 31 questions was applied to 399 consumers who attended Peruvian bodegas, who were randomly selected for the application of the instrument. The results generated by structural equations show that social factors and psychological factors of consumer behavior signifi- cantly influence the purchase process (p < 0.05); however, unlike the previous results, the cultural factors of consumer behavior do not have significant implications in the purchase decision (p value = 0.054 < α = 0.05) and in the feeling after the purchase (p value = 0.082 < α = 0.05), as well as the p...