The Economic Analysis of the Market of Medical Equipment

In this paper, the main sources of the theory of discrete choice - the concept of English-speaking authors L. Thurstone, D. Luce, A. Tversky, J. Marschak, D. Macfadden, M. Ben-Akiva are describing. It alsodescribes the interaction of the state customer with the trading organizations in the market of medical equipment; The main types of customers are characterized; An empirical study of the influence of the type of buyer, the region and the price on the probability of choosing a dispenser brand on the basis of price monitoring of ThermoFisher dealers and data on the sale of the ThermoFisher and Biohit dispensers for 2016 provided to us by a major dealer of both plants. Considering that the state is the main player in the market, intermediaries often fall into the "prison" of close ties with their buyers - state customers and do not pay due attention to the complex development of relations with suppliers and promotion of their products in the open market. It has been shown that regardless of the discount, that factories provide to their dealers, the basic price level when selling to the state customer is the official price of the plant. This is probably due to the fact that pipette dispensers are a complementary product for many dealers and have not yet become an arena for fierce price competition. The hypothesis about the significant influence of intermediaries on the choice of the final consumer has not been confirmed. A high elasticity of demand was found at the price of dispensers, which is explained by the peculiarity of the price policy of the two producers.