The fast moving consumer goods market is very competitive in Nigeria. The competition occurs among the firms and within the intermediate businesses. On the part of the firms, there is increasing number of products that are similar, substitute and closely related across the market line. This makes consumers choice making more complicated and very price elastic. On the part of the wholesalers and retailers, the competition has eroded deep into their profit margins. As a result of this, dealers, wholesalers and businesses within the B2B nodes are forced into struggling for survival in the face of the competition. This fact is made worse with the falling average purchasing power in the economy. The implications of the above is that firms may need to continually innovate new products or raise marketing awareness to sustain patronage and keep their products in the market shelves. B2B firms are thereby forced to focus on selling products that offers largest margin or highest sales turnover as a means of survival.