This study evaluated on the purchasing patterns for bakery products and the effects of brand image on consumers' purchasing power while living in the Seoul area. The questionnaires developed for this study were distributed to 400 males and females aged 20 and older. A total of 385 questionnaires were used for analysis (96.0%) and the statistical analysis, descriptive analysis, and χ2-test were completed using SPSS (version 14.0) software. When purchasing bakery products, 'taste' (59.7%) was most important followed by 'shape and size' (13.2%), 'ingredients' (11.7%), 'price' (7.5%), 'expiration date' (5.2%), 'origin of ingredients' (2.1%), and 'packaging' (0.5%). Subject showed significant differences in their purchase of bakery products based on characteristics including 'age' (p<0.05), 'occupation' (p<0.01), 'type of family' (p<0.01), and 'income' (p<0.1) The most influential factor in purchasing bakery products was 'material' (score=3.73), followed by 'name value' (score=3.56). Brand image of bakery had an effect on bakery products as 'present' (score=3.83), 'sanitation' (score=3.58). And, the most high respondent in basis of deciding brand image consumer's was 'clean and nice interior'(53.1%), followed by 'high quality ingredients and packaging'(23.7%).