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This are times when the business is experiencing low sales and subsequent low revenues which is mainly due to a number of factors.
1. High or stiff competion from other businesses with similar good and services
2. Change in consumer taste and preferences which reduces their buying power.
3. Higher rates of inflation which may have raised the cost of living and thus low buyer turnout
4. Climate or weather changes that may adversely affect certain product range or business operations in general.
5. Sudden rise in the cost of production or doing business in a given region
6. Recession where its effects are so adverse depending on how prepared an entreprenuer is in handling ermeging global challenges.
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