The quality of beef, defined by key attributes such as the intrinsic sensory qualities texture, flavour, and juiciness, is shaped by various intrinsic and extrinsic factors. This study conducted a detailed examination of Nellore beef, focusing on two categories based on ultimate pH (pHu) levels: intermediate (pHu ≥ 5.8) and normal (pHu < 5.6) beef. A comprehensive approach was taken, involving twenty trained assessors who applied the Optimised Descriptive Profile (ODP) method to evaluate grilled striploin steak samples. In parallel, consumer preferences were measured through a hedonic test and a Check-all-that-apply (CATA) task, involving 135 participants. The ODP results revealed that the intermediate pHu samples were juicier (P < 0.05) compared to the normal pHu group. The CATA analysis highlighted differences in both intermediate and normal pHu beef, especially in juiciness, a crucial factor for consumer satisfaction. Notably, variations in deoxymyoglobin content linked to ageing were observed, with higher levels at the 3rd day compared to the 28th day, especially in the intermediate pHu samples (P < 0.05). Moreover, colour-related aspects such as L*, b*, chroma (C*), and oxymyoglobin were significantly influenced (P < 0.05) by both the pHu category and ageing time. Regarding consumer acceptance, the study found no significant difference in perception between the intermediate and normal pHu groups (P > 0.05). These findings revealed the complex interactions between pHu levels, sensory characteristics, and consumer preferences in beef quality, offering valuable insights for both the industry and research community.