The research study performed had two objectives: to identify the factors impacting the image of a food product and to hierarchically order and analyze the image determinants identified. The character of the paper is theoretical and empirical. In the theoretical part, a method was used of cognitive-critical analysis from the realm of marketing and marketing management. In the empirical part, the following research methods were applied: questionnaire survey method to collect primary data and statistical analysis (including factor analysis) to analyze those primary data and to draw conclusions. It was found that the price of food product did not strongly affect its image. Promotional activities played a relatively greater imagerelated role, although, in their case, no strong statistical dependence was observed in relation to image, either. The brand factor had the first and most important position in the hierarchical structure of determinants of image, whereas the price factor had the last place. Knowing the scope of those factors and their hierarchical arrangement, the offerer can efficiently and effectively manage the image of food products, and this, in turn, determines the value of research applicability.