Tables 5 and 6 provides the posterior mean and standard error of the demographic and competitive variable effects upon price and feature for each of the 15 linear relationships. To illustrate the demographic relationships consider the effects of household value upon the various groups of coefficients. There is a positive relationship between the premium and national own-price sensitivity and household value. Therefore as the percentage of households in the store's trading area with a house value of over $150,000 increases, consumers are less own-price sensitive. The demographic relationships for the store brand own-price sensitivities are not precisely estimated.

Table: Posterior Mean () and Standard Error of Demographic and Competitive Effects upon Price and Feature Sensitivity

Table: Posterior Mean () and Standard Error of Demographic and Competitive Effects upon Cross-Price Sensitivity

For the cross-price sensitivities there are mixed results. In the premium tier, increasing household values result in less substitution between brands within this segment. The same moderating effects of household values on substitution toward national brands are also present, as represented by the negative coefficients. For store brands we see an increase in substitution as household values increase, although it is difficult to measure a precise effect. The negative feature coefficients dampen the promotional effects. These effects are generally consistent with the predicted wealth effect. That is as household value increases, we would expect people to be less price sensitive. In addition, price discounts lead to smaller substitution effects and feature effects will be weaker in areas with higher household values.