Store brands from there, Autozone, etc. are not good choices for such a critical part.
Glen, the fuel pump only stays on 1.8 seconds if the engine doesn't start or you don't try to start it. Once the engine starts the fuel pump then stays on.
Loss of fuel in the lines from a bad check valve is the cause for long start cycles where you need to prime the fuel line by repeatedly turning the ignition switch on-off-on. There are two check valves. The first is inside the fuel pressure regulator that sits on top of the gas tank. If that check valve goes bad it usually means the engine won't start quickly even seconds or minutes after shutting it off. If the check valve inside the fuel pump goes bad, that normally means the engine will start quickly if it hasn't be standing for a longer period of like overnight. When it takes hours for it to stop starting quickly, that's normally a sign of the fuel pump (which has the check valve inside) needs to be replaced.