Consumer professionals are increasingly using music and targeting the human senses that have a positive effect. This type of marketing is called sensory marketing. By using factors that positively affect consumers, there is the potential to create an emotional connection with them, which ultimately leads to a loyal, satisfied customer. The desire of marketing professionals is to get to know their consumers and create marketing communication based on their preferences. In order to research and get to know consumers ourselves, a survey was conducted in Croatian and Portuguese. The translation of the survey into Portuguese enabled us to research the market in Brazil and compare it with the Croatian market. The results of the research are presented at the end of the paper through interpretations and visualizations. The survey will also try to show the perception of music and its importance to consumers when going to stores or shopping malls. This paper explores how to use knowledge about the influence of music and artificial intelligence algorithms in creating a positive environment, an atmosphere for consumers. It also explores people's thoughts on the impact of music on them, the atmosphere, consumers, etc., and whether there are differences in the thinking of different groups of respondents. The aim is to try to demonstrate the usefulness of a music recommendation system within shopping malls, based on the DPLL algorithm. This algorithm allows for quick analysis of our users and as a result shows us which songs they want to listen to and which they don’t. The end result is a music list recommendation that satisfies the maximum number of consumers located within the mall.