The purpose of this study is to exploring the current and relationship in store image and perceived value in bakery. This study adopted questionnaire survey and distributed 500 questionnaires with 480 valid ones collected. The study results are listed below: 1. The average score of the store image and perceived value are high. store image is 3.92 and perceived value is 3.90. 2. In the variables of the customer in the gender, age, education background, marriage, occupation and monthly income have significant difference with store image and perceived value. 3. The customer of i store image and perceived value are all significant correlation. The study also provides suggestions based on the study results for the related organizations.