A practical way out during inflationary times with comparative advertising on FMCG.

This thesis project studies the use and legitimacy of comparative advertising to offer a practical solution to save time and money while shopping. In particular, we start from the analysis of the most significant data collected through a survey aimed at understanding the habits and perceived problems of consumers when they shop. Subsequently, it is projected the development of an online platform that allows users to cope with the decrease in purchasing power that is being recorded in 2022 by reducing the actual costs of living that weigh more heavily on the family budget. The possibility of using comparative advertising to make product information accessible to consumers is being studied with a view to giving everyone the opportunity to make the purchase choice they consider best for themselves. In detail, this thesis analyzes the European legislation in force that regulates comparative advertising in order to suggest exchanges of products in the shopping cart by making a price comparison between similar products. In addition, this thesis aims to provide a study on the economic and technical feasibility of the project by analyzing the current macroeconomic context and current solutions that solve the same problems identified by the quantitative survey carried out on a basin of more than 500 respondents.