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The purpose of this paper is to examine intrinsic and extrinsic apple chips characteristics, consumer attitudes about this product and consumer preferences and their behavior in purchase and consumption of apple chips. The survey was conducted on a sample of 100 consumers of apple chips in the City of Zagreb. Most respondents buy apple chips at least once a month, mostly in drugstores and supermarkets. Apple chips is mostly consumed several times a month, at home and at work. More than half of the respondents consume chips as a snack, while 1/5 of respondents eat chips when they are hungry or bored. The basic motives for apple chips purchase are the health aspect, good taste and interest in trying new product. Respondents consider intrinsic or sensory characteristics of apple chips more important than extrinsic. Most important intrinsic characteristics are taste, smell, appearance and colour, while from the extrinsic or external characteristics consumers give the greatest attention to price, recommendation and brand. Respondents with higher education consider selling place, brand and smell of the apple chips more important, while those with lower education give more importance to the size of apple packaging. This study could help apple chips producers, as well as producers of more nutritive valuable snacks, in developing communication strategies to increase sales. [ABSTRACT FROM AUTHOR]