let's see what could have be the reason for this drastically continues price falling.
There are many reasons which affect the price of Bitcoin. If a negative news regarding any exchange or big companies associated with Bitcoins comes in public, then people just panic and sell their Bitcoins. As there is more number of sell orders then buy orders for Bitcoins, this makes the price fall more. This signifies that when the demand is low, the price also goes down. This is one of the main reason for which we see drastic change in the price of the coin.
When the demand is on the low side even a news which on the past would not have been considered big enough to move the market could do so, for this reason bear markets are so difficult to trade as not only the price is falling and trying to buy at the time is like catching a knife, now you have to worry about every little single thing and if a big negative news were to emerge at that point a trader may experiment some important losses.