The Farmers' Market is regarded as the best locations for consumers directly trading with farmers. This study investigates the relationships among brand image, experiential marketing, customer satisfaction and customer loyalty to assess consumers' behavioral pattern. Structural Equation Modle was applied to analyze customers' data collected from 160 questionnaires at Water Garden Organic Farmers' Market. Research findings suggest the following: (1) Brand image had a positive impact on customer satisfaction. (2) Eexperiential marketing had a significant positive impact on customer satisfaction. (3) Customer satisfaction had a positive impact on customer loyalty. (4) Brand image had a significant positive impact on customer loyalty. (5) Eexperiential marketing had a positive impact on customer loyalty. (6) Brand image had a significant positive impact on experiential marketing. Eventually, the outcomes have provided the sellers of farmer's market with suggestions in the future. For example: strengthen the brand image, increase more experiential activities, offer excellent services.