This study examined how the Marketing Mix Product, Place, Price, and Promotion (4P’s) affects customer satisfaction among beverage shops in Malaybalay City, Bukidnon. Grounded in Generational Theory (Strauss & Howe, 1991) [18], Marketing Mix Theory (McCarthy, 1960) [11], and Expectation-Disconfirmation Theory (Oliver, 1980) [14], the research focused on the 4P’s and their influence on Generations X, Y, Z, and Alpha. A descriptive-correlational and comparative design was employed with a convenience sample of 250 customers, using a validated questionnaire analyzed through descriptive statistics, Spearman’s rho, and Kruskal-Wallis test. Findings showed strong representation of Generation Z (67%), Generation Y (21%), and Generation Alpha (12%), while Generation X was insignificant. Marketing Mix satisfaction was high: product (3.56), place (3.58), price (3.58), and promotion (3.40). Correlation analysis revealed no significant link between generational differences and satisfaction (ρ = -0.63, p >.323), but a significant relationship between marketing mix and satisfaction (ρ = 0.579, p <.001). Kruskal-Wallis indicated no significant variation across generations. The study concluded that marketing mix elements (4P’s) are vital in customer satisfaction. Customers feel satisfied when businesses provide good quality and reliable products, charge reasonable and affordable prices, have attractive promotions, and maintain convenient outlets. Recommendations include standardizing beverage production, ensuring affordability, enhancing promotions, improving accessibility, and providing good service. These insights offer valuable guidance for beverage shops in Malaybalay City, Bukidnon seeking to improve marketing strategies and customer satisfaction.