How low can you go?

For the group of people who are always looking for cheap products and services, it is a game to them. Kind of like a hunter. Perhaps that’s why we call them bargain hunters. This group of consumers - while they may be a large group, they aren’t the whole consumer segment in any category. Otherwise, the cheapest brand in the category would always have the largest market share.

There are other segments of the market that look at money differently; they look at community, they look at opportunity costs and they look at luxury too.

Perhaps you should discard the cheap idea of yours.

Do they just buy on price?

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