The purpose of this study was to analyze the difference in bakery choice attributes according to consumers` general characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: "environment and image", "bakery product features", "location", "employee service", and "price and sales promotion"; the mean scores of these factors` importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered ``employee service`` factor significantly more than did females. Further, the importance level of ``employee service`` factor was significantly greater as consumer`s age increased. The importance levels of ``bakery product features`` and ``employee service`` factors were considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. ``Price and sales promotion`` was considered to be more important by consumers who obtained information from the Internet than from the TV and radio. ``Location`` factor was considered to be more significant as purchasing frequency increased. Such differences in importance level of bakery choice attributes according to consumers` gender, age, job, and purchasing behavior should be considered and applied to the development of marketing strategies targeted at consumers.