“…[2,3,4,5,6,7]. Present proposed investigation is planned with a view to understand and establish the effect of molecular structure on thermo tropic LC properties [8,9,10,11] of laterally substitutedBr group at the middle phenyl ring as a consequence of molecular rigidity and flexibility [12,13,14,15]. Number of chalconyl ester homologous series have been reported till the date [16,17,18,19,20,21,22,23].…”