PURCHASE BEHAVIOR OF GEN X & GEN Y TOWARDS ONLINE FOOD ORDERING APPS ADVERTISEMENTS ON YOUTUBE *AYANTIKA DEY **DEEPIKA S SORAB ***DR. KARTHIGAI PRAKASAM C Abstract Purpose: YouTube provides a platform and the opportunity for marketers and brands to highlight their products. Some of the many advertisements on YouTube are from Online Food Ordering Apps. Online Food Ordering is a mechanism through which food orders and deliveries are made using an application. This research is a quantitative study that tries to understand how Online Food Ordering Apps Advertisements on YouTube infuences the purchase behavior of Gen X & Gen Y. Design/Methodology: Primary data was collected from 260 respondents by circulating a pre-determined questionnaire using a simple random sampling technique. The respondents belonged to two subgroups, i.e., Generation X and Generation Y. The respondents are from Bengaluru City in Karnataka, India. Simple Percentage Analysis using Excel was conducted to understand and compare the responses of Gen X & Gen Y. Correlation Analysis using SPSS was conducted to determine the relationship between the variables. Signifcant Results: The simple percentage analysis confrms that Online Food Ordering Apps advertisements on YouTube positively impact both generations’ purchase behavior. Nevertheless, the advertisements infuence Gen X’s purchase behavior more than Gen Y. The correlation analysis confrms that Informativeness and Generation have a direct relationship. Whereas, Attractiveness, Choice of App, Price & Discounts show, Preference of Cuisine and, Temptation has an indirect relation with Generation as they are signifcantly related to Informativeness Research Implication/ Limitations: The online food ordering Companies should attract Gen Y by adopting innovative approaches. It also gives a rough sketch of the behavioral approaches of two generations on the online food ordering apps. This research is limited to a small sample of people from only two generations in Bengaluru, Karnataka. Journal of the Oriental Institute, ISSN: 0030-5324, UGC CARE LIST NO. 135, Vol. 71, Issue. 01, No.16, 2022, pp. 229-232 *Research Scholar, Department of Commerce, Finance and Accountancy, Christ (Deemed to be University) ayantika.dey@mcom.christuniversity.in **Research Scholar, School of Commerce, Finance and Accountancy, Christ (Deemed to be University) deepika.sorab@mcom.christuniversity.in ***Associate Professor, Department of Commerce, Finance and Accountancy, Christ (Deemed to be University) karthigai.prakasam@christuniversity.in