M.A. (Tourism and Hospitality Management) / The primary objective of this study was to determine the relationship between perceived value and the purchase intentions of consumers relating to Private Label Brands (PLBs) of wine within the retail sector in South Africa. Private Label Brands (PLBs), also referred to as store brands or house brands, are defined as products that the retailer owns, sells and distributes to consumers. Producer brands, which are also known as manufacturer or national brands, are made by a specific brand name company or producer. If retailers can successfully influence the perceived value of their PLB wines, it will allow them to influence consumers’ purchase intentions and increase their profits and market share. This study adds value to the limited research that is available on the perceived value of PLB wines in South Africa, and the effect that it has on consumers’ purchase intentions. The study provides valuable insight for Mass Grocery Retailers (MGRs) on how to effectively market their PLB wines in order to capture a larger market share, and gain a competitive edge over their brand name rivals. This study aimed to investigate the moderating role of perceived value on consumers’ purchase intentions of private label wine brands. Perceived relative price, perceived quality and perceived risk comprise the concept of perceived value, which affects consumers’ purchase intentions. These aspects in the wine purchasing decision have not been researched extensively in South Africa and in order for MGRs to take advantage of the unique growth opportunity that the PLB market has to offer, in-depth research needed to be conducted...