Branding is very important to marketing, that is while most businesses focus on brands that attract customer's interest.Store brand is unique to a particular store compared to national brand. A store brand is a generic product that is manufactured or acquired by a retailer for exclusive sale to consumers (Chron, 2020). On the other hand, national brand is a product manufactured or acquired by a distributor for resale to consumer market thought multiple retail outlets (Chron, 2020).

Both internal and external sources can influence consumer purchase decision-making process. These influences are described below.

1. Social/sociocultural influences

Imagine trying to market your products or services in certain region of the world or in certain communities in the United States (U.S). The U.S. being a very diverse nation with immigrant from all around the world, we expect social/sociocultural influences to be applied by a consumer on a certain product or service. A consumer might be influenced by family members, referral influence, social class influence, cultural andsubcultural influence during the purchase decision process.

1. Marketing mix influences

Marketing mix consists of the four Ps, product, price, promotion, and place. Product offering influences consumers during the purchasing process. Consumers often look for therightproduct during the purchasing process. Sometimes online purchases require searching and reading about the product before purchasing decision can be made. The information that is gathered about the product may influence the consumer purchase decision. Price also influences consumer purchase decision-making. For example, price elasticity influences purchasing decisions. Promotion and the place the marketing is done also influences the consumer purchase decision process.

1. Situational influences

The situational influences on consumers purchase decision process revolved around purchase task, social surroundings, physical surroundings, temporal effects, and antecedent states. Sometimes the situation the consumer is facing may influence his/her purchase decisions. For example, a purchase task could be the task of purchasing a high volume of a product with a fixed budget. If the price does not match the consumer's budget, the purchasing decision may be influenced.

1. Psychological influence

The psychological influences on consumer purchase decisions deals with motivation and personality, perception, leading, values, beliefs, and attitudes, follow by lifestyle. Considering motivation and personality, a celebrity will make a purchase decision based on his/her lifestyle and the motivation that driving the purchase decision. Sometimes, people's perception about certain products influences their purchase decisions. The psychological influences on purchasing decisions are listed above.

One ethical consideration that is relevant to this imitation has to do with truthful marketing. Marketing ads and campaigns must not be deceptive. Consumers should be able to make purchase decisions based on what is being advertised on various media outlets.

References,

Chron. (2020). Store brand vs national brand. Retrieved: https://smallbusiness.chron.com/store-brand-vs-national-brand-68294.html

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