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Increasing access to medicines 183
Figure 6 Regulated market
P
Qr
S
Q0
D
Qr
Q0
Q
The quantity sold under a regulated market, Q r , is lower than the
quantity sold under a segmented market, Q 0 , where the firm is able
to price its product based on the willingness to pay of different
groups of consumers. The price paid by the poorest consumer in the
regulated market, P r , is higher than the lowest price charged in a
segmented market, P 0 .