To assess the real and potential opportunities of industrial enterprises in the market of products, a model of structural estimation of the capacity of the market for the products manufacturing has been developed. The constant and variable constituents of product market capacities are highlighted, which reflect the real busi-ness opportunities, potential queries and their purchasing power. The developed econometric model is based on the use of the multiple regression method in order to formalize the dependence of the capacity of the market of production of the industrial enterprise from the channels of influence on it, allocated using the method of the main components − price, quality, behavioral, macroeconomic, as well as with the possibility of their formalization, namely the influence of each of them on the basis of regression modeling of market data.
Keywords: market research, industry, market size, structural approach.
JEL Classification: L11, L22.