A homologous series RO-C6H4-CH:CH-COO-C6H4-CO-CH:CH-C6H4-OC6H13 (n) of novel liquid crystals (LC) has been synthesized and studied with a view to understanding and establishing the relation between molecular structure of a substance and the LC properties or behavior of thermotropic LC materials. Novel series consist of 11 homologues. C-1 and C-2 homologue derivatives are non-LCs and the rest of homologues (C-3 to C-16) are nematogenic without exhibition of smectic property. Transition temperatures were determined by an optical polarizing microscopy equipped with a heating stage. Transition curve Cr-N/I of a phase diagram behaved in normal manner. N/I transition curve partly deviated at C-6 and C-10 homologues from normal descending behavior, and exhibited very narrow and sharp odd-even effects. Textures of nematic phase are threaded or Schlieren. Thermal, analytical, and spectral data confirmed the molecular structures of novel chalconyl ester derivatives. Thermal stability for nematic is 95.77 degrees C and the upper and lower mesophase lengths vary from 35 to 16 degrees C at C-5 and C-8 homologues respectively. Group efficiency order derived for nematic on the basis thermal stability is -OC10H21 (n) > -OC8H17(n) > -OC6H13(n).