Before food quality is addressed, the term quality should be clearly defined. This is a difficult task because quality is 'in the eye of the beholder'. For example, someone trying to sell a product might view its quality in terms of how well it sells and how much people are willing to pay for it. However, this definition is incomplete because it does not consider the product's character.
Since people only buy what they like, the consumer's perspective of quality is more appropriate. When consumers buy a food product, and serve it to their friends and families, they expect it to look, taste and feel good in their mouth. If these characteristics do not meet the consumer's expectation, the product is considered to be of lower quality.