This paper aims to determine the consequences of transforming the Colombian electricity market - 70% of which is regulated - into a deregulated market. A simulation exercise was conducted with a system dynamics model. The model was used to explore various behavior scenarios of the electricity market, modeling the behavior of residential users through manipulating demand response and implementing an autoswitch policy. The analysis scenario makes it possible to validate both implementation alternatives: the policy of regulating the consumption of electrical energy by regulating prices by managing the factors that influence demand response in Colombia; and the autoswitch policy, i.e., the automatic change of suppliers by the customer. The findings indicate that, by 2033, the electric power price could be cut by 11% and 14%; this figure is dependent on weather and changes in user behavior. This would impact savings for customers – particularly those in the upper strata – while maintaining adequate profits for suppliers. Additionally, it suggests that it is possible to influence user consumption by manipulating the electricity tariff - a tool the Colombian government might be able to use to control consumption in times of energy crisis.