magnesium iodide in another embodiment the ethereal solvent used is selected from group consisting of diethyl ether and tetrahydrofuran and preferably tetrahydrofuran in yet another embodiment the solution of the reaction mixture is adjusted to ph 6 to 8 to isolate the required intermediate product in still yet another embodiment the product after preadjustment of ph is isolated by either filtration or extraction with organic solvent selected from a group consisting of ethylacetate chloroform dichloromethane and dichloroethane in still another embodiment the witting reagent used is prepared from the reaction of equimolar mixture of triphenyl phosphine and bromomethyl acetate or bromoethylacetate in still further embodiment the alkali used for hydrolysis is selected from the group consisting of sodium hydroxide potassium hydroxide and calcium hydroxide in yet another embodiment the acidification of the reaction mixture is performed using sulfuric acid or hydrochloric acid in still another embodiment the condensation of acid chloride and hetrocyclic amine is carried out in an organic solvent selected from the group consisting of benzene toluene dichloromethane and ethyl acetate and preferably dichloromethane in a further embodiment wherein purification of the product is tarried out by employing crystallization or column chromatography technique in yet another embodiment the novel aryl alkenoic acid amide compounds prepared can be used as best models for the study and management phenomenon of ailments like pain and inflammation in a further embodiment the novel aryl alkenoic acid amide compounds can be used as best models for the development of inflammatory drugs bioavailability enhancers and also for the study of hepatic drug metabolic mechanism the compounds of above invention were assessed in terms of the heat units for ascertaining their potency by a panel of five untrained volunteers through a subjective or direct analysis using modified w scoville method a stock solution of the.