... the price fall is more than the rise
WRONG.
you need to look at the bigger picture.
right now you are just looking at a short period of time where bitcoin price has came down a little. if you look at a couple of months you can see a rise from ~$880 to $2900 and right now it is sitting between $2200-$2400.
even if it falls more it will still be much much higher than the couple of months ago.
with that said, did you get your answer to why people hold bitcoin
People hold their Bitcoins despite of the dumps because they simply know that it'll be back to normal and it will eventually increase. The reason is that inflation and deflation happens and are expected by most. They are waiting for the time that its value will rise as if dumps didn't happened. My point is that, people hold their Btc because they are aiming for bigger profit as time passes by.