The sensory qualities of meat are determined by the combination
of tenderness, juiciness and meat flavour (Koohmaraie, Kent,
Shackleford, Veiseth, & Wheeler, 2002). Out of those tenderness is
the most important for consumers. However, none of these parameters
are visible to the consumer in the shop. Meat colour is visible
and therefore is one of the most important factors on which consumers
base their purchases in the supermarket, but is also a poor
guide to sensory quality (Risvik, 1994). The price, degree of marbling
and origin of meat are other important factors for consumers when
buying meat.