down-market

[doun-mahr-kit] Chiefly British.
adjective
1.
appealing or catering to lower-income consumers; widely affordable or accessible.
adverb
2.
in a down-market way.

Origin:
1970–75

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Based on the Random House Dictionary, © Random House, Inc. 2014.
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World English Dictionary
down-market
 
adj
relating to commercial products, services, etc, that are cheap, have little prestige, or are poor in quality

Collins English Dictionary - Complete & Unabridged 10th Edition
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Example sentences
If you are going laterally or down-market it is more important because it signals you are serious and will likely stay.
But this isn't as revolutionary a down-market move as people think.
In any case, the moral of the story is that the recession is forcing middle-market consumers to move down-market.
Trains-both deluxe and down-market-have served as prime cinematic locales.
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