Stock price when the opinion was issued
Affinity for a product is different from investing in a stock. Don't touch until gets above $13.50. Stock seems to be pausing and could continue dropping, which would be confirmed by a drop below $12, and then you should get out. Thinly traded is a problem, as you don't want to buy a stock you can't get out of easily.
Only one analyst covers it. Earnings estimates are lower for next year and the year after than this year. Year over year sales (reported Feb 7) were up a glacial 1% and year over year earnings were down over 20%. Return on equity is forecast at a reasonable 13% but there is no growth. At a dividend of 4.1%, there are better opportunities.