"Our cycle has always enjoyed a reputation for a quality born out of sophisticated manufacturing technology that was imported. Over the course of years, bicycle technology in the country has become indigenised and cheaper with attendant loss of quality and reliability to a certain degree. Our main competitors are using indigenised technology and are selling their cycles at a much cheaper price. The consumers acknowledge our higher quality level but refuse to accept the extra price that it implies. In other words, the extra quality that our sophisticated technology gives is, in their views, not worth the extra price."