The impact of sensory factors on beef purchase and consumption Available to Purchase

This preliminary study investigated the factors which influence consumer choice of beef. A questionnaire and sensory evaluation considered the level of importance which consumers attached to the sensory (intrinsic) properties of beef, as compared to extrinsic factors. It was found that consumers use sensory properties to predict safety, freshness and overall eating quality but they can also misinterpret the quality cues. Expectations play a prominent role in evaluating beef quality and sensory evaluation revealed that when consumers were made aware of the beef cut, fat content and place of purchase, they altered their overall assessment of quality to conform with their expectations. It was concluded that consumers utilise a combination of sensory properties and other extrinsic factors to predict and assess beef quality. The particular combination used, however, appears to vary considerably from one consumer to another and with the particular use occasion.