Is "cheap" good, when you're making losses? In general, people like cheap. As in "inexpensive", not "shoddy". Prices can get lower for many reasons. Competition can force price cuts — either you compete or customers leave you. You can get greater productivity — producing more at the same price means you can charge lesser. You can lock in the price of your raw materials and retain customer prices at the same level.
Let's look at a few industries where, over a long period, prices haven't changed or have actually come down.
The most obvious is electronics. About 15 years ago, I paid Rs. 65,000 for a mid-level computer, and I'd probably pay about Rs. 25,000 today. Prices of chips fall, even as they add more computing power. Even as prices have dropped, profits of semiconductor companies have stayed high; volumes and efficiencies more than made up for increase in raw material costs or labour.
The car market has also managed to maintain prices, for the most part. A Hyundai Accent (one of the
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