A novel homologous series of chalconyl ester liquid crystals (LCs): RO-C6H4-CH:CH-COO-C6H4-CO-CH:CH-C6H4-OC10H21 (n) (para) has been synthesized and studied with a view to understanding and establishing the relationship between molecular structure and LC properties with reference to flexibility of the terminal chain. The novel series consists of eleven homologs (C-1-C-16). The C-1 and C-2 homologs are nonliquid crystals and the rest of the homologs (C-3-C-16) are enantiotropic nematic without exhibition of smectic mesophase. Transition and melting temperatures were determined by an optical polarizing microscope equipped with a heating stage. Textures of nematic phases are threaded or Schlieren. Cr-N/I transition curve adopts a zigzag path in a normal manner with overall descending behaviors. The N-I transition curve exhibits a sharp and shorter odd-even effect from C-3 to C-6 and it diminishes from and beyond C-6 for higher homologs of longer n-alkyl chain (R) in more or less or negligible deviating manner from normal descending tendency. Thermal stability for the nematic is 116.4 degrees C and mesophase length ranges from 19 degrees C to 67 degrees C at the C-3 and C-12 homolog respectively. The LC properties of present novel series are compared with structurally similar analogous series to derive group efficiency order.