I've been struggling to understand the procedure shown below. Somehow, by setting x=0 I managed to get to the equation (1.12). However, I think didn't get it really as I do not know how to compare the coefficients (which is apparently important to get to (1.13) ).

Kind regards
All it means is that $\sum_{i=0}^n a_ix^i=\sum_{i=0}^n b_ix^i$ if and only if $a_i=b_i$ for all $i$. "Setting $x=0$" is one way of looking at the constant term of a polynomial, but it's not really necessary if you follow the fact I just mentioned.
You're presented with three ways of writing polynomials, but if you multiply them out, their coefficients have to match. The first equation gives you labels for the coefficients ($a_i$) and the latter two, if multiplied out, will give you coefficients in terms of $\alpha_i$, the roots.
The author's point is that the $a_0$ and $a_{n-1}$, are easy to compute in terms of the roots, but it is not very useful to compute the rest of the coefficients this way.