Share Price

Sales opened at 17 cents this morning and soon fell to 14 cents
before recovering to 15 cents now.
.
Who decides these prices and how do they decide on mid teens?
.
Given the sobering announcement this morning, we expected the price to fall.
.
Why aren't the shares trading for 5 or 10 cents?
.
Is it all down to gut feeling or guess work or is there some rational rationale?
.
Is this the low point or the high before the low point?
.