The paper considers the economic behavior of buyers in the situation of increasing prices of goods based on the function of individual consumption. Price growth leads to the failure of a part of buyers to purchase goods due to the fact that the goods are subjectively considered expensive. A number of customers were characterized by a two-dimensional random variable which reflects the allocated budgets for the benefit and the level (amount) of its critical consumption. Statistical distribution of persons according to both components of the two-dimensional random variable was taken equal. This allowed not only simplifying mathematical calculations, but also displaying purchase failures because of goods high prices on the graphical model. The authors obtained dependence of the number of buyers who refuse to purchase because of price of goods. The calculation curves for several of possible parameters for the received two-dimensional distribution are presented.