The article presents simulation technologies as an instrumental base for research in experimental economics. The main goals and objectives of modern experimental economics are considered. Attention focused on the study of markets and market structures, as one of the relevant areas of experimentation. A generalized overview of classic simulation models of the market is given. A competitive market model presented on the example of two product variants developed using system-dynamic and agent simulation paradigms on the AnyLogic system software platform. On the basis of the model, a study of user behavior in the market of household electrical products was conducted. The obtained results are illustrated by fragments of model simulation experiments.