ejemplo de mercado objetivo

66

Upload: ccoyllo-garcia-cristian-franco

Post on 30-Dec-2015

18 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Ejemplo de Mercado Objetivo
Page 2: Ejemplo de Mercado Objetivo
Page 3: Ejemplo de Mercado Objetivo

DISTRITO 2011 2012 2013 2014 2015 2016

150100 LIMA 8,348,403 8,481,415 8,617,314 8,755,262 8,894,412 9,029,121

150101 LIMA 291,849 286,849 281,861 276,857 271,814 266,827150102 ANCON 38,612 39,769 40,951 42,157 43,382 44,553150103 ATE 555,974 573,948 592,345 611,082 630,085 648,293150104 BARRANCO 32,625 31,959 31,298 30,641 29,984 29,321150105 BREÑA 80,618 79,456 78,291 77,116 75,925 74,763150106 CARABAYLLO 257,326 267,961 278,963 290,311 301,978 312,804150107 CHACLACAYO 43,083 43,180 43,271 43,355 43,428 43,523150108 CHORRILLOS 311,158 314,835 318,483 322,066 325,547 329,221150109 CIENEGUILLA 35,770 38,328 41,060 43,975 47,080 49,723150110 COMAS 515,248 517,881 520,403 522,760 524,894 527,489150111 EL AGUSTINO 189,332 189,924 190,474 190,961 191,365 191,942150112 INDEPENDENCIA 216,323 216,503 216,654 216,764 216,822 216,991150113 JESUS MARIA 71,289 71,364 71,439 71,514 71,589 71,664150114 LA MOLINA 153,133 157,638 162,237 166,912 171,646 176,203150115 LA VICTORIA 186,170 182,552 178,958 175,372 171,779 168,178150116 LINCE 53,872 52,961 52,054 51,144 50,228 49,320150117 LOS OLIVOS 349,670 355,101 360,532 365,921 371,229 376,672150118 LURIGANCHO 195,542 201,248 207,070 212,987 218,976 224,747150119 LURIN 74,258 76,874 79,563 82,319 85,132 87,787150120 MAGDALENA DEL MAR 54,296 54,386 54,476 54,566 54,656 54,746150121 MAGDALENA VIEJA 77,323 77,038 76,743 76,437 76,114 75,825150122 MIRAFLORES 85,284 84,473 83,649 82,805 81,932 81,117150123 PACHACAMAC 94,945 102,691 111,037 120,015 129,653 137,690150124 PUCUSANA 13,608 14,403 15,240 16,120 17,044 17,860150125 PUENTE PIEDRA 290,884 305,537 320,837 336,774 353,327 368,309150126 PUNTA HERMOSA 6,720 6,935 7,155 7,381 7,609 7,827150127 PUNTA NEGRA 6,554 6,878 7,215 7,568 7,934 8,265150128 RIMAC 174,214 171,921 169,617 167,286 164,911 162,618150129 SAN BARTOLO 6,788 7,008 7,233 7,463 7,699 7,921150130 SAN BORJA 111,448 111,568 111,688 111,808 111,928 112,048150131 SAN ISIDRO 57,345 56,570 55,792 55,006 54,206 53,431150132 SAN JUAN DE LURIGANCHO 1,004,339 1,025,929 1,047,725 1,069,566 1,091,303 1,113,042150133 SAN JUAN DE MIRAFLORES 389,815 393,493 397,113 400,630 404,001 407,663150134 SAN LUIS 57,274 57,368 57,454 57,530 57,600 57,689150135 SAN MARTIN DE PORRES 646,191 659,613 673,149 686,702 700,178 713,686150136 SAN MIGUEL 134,946 135,086 135,226 135,366 135,506 135,646150137 SANTA ANITA 208,697 213,561 218,486 223,447 228,422 233,323

POBLACIÓN ESTIMADA AL 30 DE JUNIO, POR AÑOS CALENDARIO Y SEXO, SEGÚN DISTRITO, 2011-2017

UBIGEO

Page 4: Ejemplo de Mercado Objetivo

150138 SANTA MARIA DEL MAR 1,112 1,220 1,338 1,467 1,608 1,721150139 SANTA ROSA 14,416 15,399 16,447 17,563 18,751 19,765150140 SANTIAGO DE SURCO 321,157 326,928 332,725 338,509 344,242 350,038150141 SURQUILLO 92,639 92,328 92,012 91,686 91,346 91,034150142 VILLA EL SALVADOR 427,466 436,289 445,189 454,114 463,014 471,891150143 VILLA MARIA DEL TRIUNFO 419,090 426,462 433,861 441,239 448,545 455,946

Page 5: Ejemplo de Mercado Objetivo

2017

9,165,707

261,82145,745

666,82928,66173,591

323,96943,609

332,82152,549

529,906192,452217,117

71,739180,833164,581

48,410382,066230,607

90,50654,83675,52380,280

146,36418,719

383,9218,0508,610

160,2938,149

112,16852,647

1,134,798411,214

57,771727,192135,786238,257

Page 6: Ejemplo de Mercado Objetivo

1,84520,849

355,81390,711

480,783463,314

Page 7: Ejemplo de Mercado Objetivo

CUADRO Nº 2: POBLACIÓN TOTAL, POR GRANDES GRUPOS DE EDAD, SEGÚN DEPARTAMENTO, PROVINCIA, ÁREA URBANA Y RURAL, SEXO Y TIPO DE VIVIENDA

DEPARTAMENTO, PROVINCIA, TOTAL ÁREA URBANA Y RURAL, SEXO Y TIPO DE VIVIENDA MENOS DE 1 A 14

1 AÑO AÑOS

Provincia LIMA 100% 1.55% 23.47% Hombres 100% 1.62% 24.48% Mujeres 100% 1.48% 22.51% Viviendas particulares 100% 1.55% 23.62% Hombres 100% 1.62% 24.71% Mujeres 100% 1.48% 22.60% Viviendas colectivas 100% 2.17% 8.15% Hombres 100% 1.90% 7.63% Mujeres 100% 2.66% 9.12% Otro tipo 100% 0.14% 4.73% Hombres 100% 0.00% 3.53% Mujeres 100% 0.54% 8.06%

URBANA 100% 1.55% 23.46% Hombres 100% 1.62% 24.48% Mujeres 100% 1.48% 22.50% Viviendas particulares 100% 1.55% 23.62% Hombres 100% 1.62% 24.70% Mujeres 100% 1.48% 22.59% Viviendas colectivas 100% 2.17% 8.15% Hombres 100% 1.90% 7.63% Mujeres 100% 2.66% 9.12% Otro tipo 100% 0.14% 4.73% Hombres 100% 0.00% 3.53% Mujeres 100% 0.54% 8.06%

RURAL 9,684 164 2,733 Hombres 5,112 75 1,383 Mujeres 4,572 89 1,350 Viviendas particulares 9,684 164 2,733 Hombres 5,112 75 1,383 Mujeres 4,572 89 1,350

Distrito CERCADO LIMA 100% 1.41% 19.90% Hombres 100% 1.51% 20.91% Mujeres 100% 1.32% 18.95% Viviendas particulares 100% 1.30% 20.27% Hombres 100% 1.39% 21.33% Mujeres 100% 1.21% 19.26%

GRANDES GRUPOS DE EDAD

Page 8: Ejemplo de Mercado Objetivo

Viviendas colectivas 100% 6.51% 4.04% Hombres 100% 6.69% 4.06% Mujeres 100% 6.32% 4.03% Otro tipo 100% 0.42% 5.06% Hombres 100% 0.00% 4.50% Mujeres 100% 2.70% 8.11%

URBANA 299,493 4,224 59,613 Hombres 145,721 2,201 30,468 Mujeres 153,772 2,023 29,145 Viviendas particulares 292,776 3,801 59,339 Hombres 142,144 1,975 30,322 Mujeres 150,632 1,826 29,017 Viviendas colectivas 6,480 422 262 Hombres 3,377 226 137 Mujeres 3,103 196 125 Otro tipo 237 1 12 Hombres 200 9 Mujeres 37 1 3

Distrito ANCON 100% 1.65% 28.70% Hombres 100% 1.72% 28.75% Mujeres 100% 1.58% 28.65% Viviendas particulares 100% 1.71% 28.76% Hombres 100% 1.83% 29.46% Mujeres 100% 1.60% 28.07% Viviendas colectivas 100% 0.00% 27.26% Hombres 100% 0.00% 17.31% Mujeres 100% 0.00% 81.22% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 33,367 551 9,577 Hombres 17,016 293 4,892 Mujeres 16,351 258 4,685 Viviendas particulares 32,196 551 9,260 Hombres 16,027 293 4,722 Mujeres 16,169 258 4,538 Viviendas colectivas 1,163 317 Hombres 982 170 Mujeres 181 147 Otro tipo 8 Hombres 7 Mujeres 1

Distrito ATE 100% 1.76% 26.12% Hombres 100% 1.84% 27.01%

Page 9: Ejemplo de Mercado Objetivo

Mujeres 100% 1.67% 25.26% Viviendas particulares 100% 1.75% 26.17% Hombres 100% 1.84% 27.09% Mujeres 100% 1.66% 25.28% Viviendas colectivas 100% 3.99% 14.85% Hombres 100% 3.75% 12.07% Mujeres 100% 4.29% 18.31% Otro tipo 100% 0.00% 8.92% Hombres 100% 0.00% 6.50% Mujeres 100% 0.00% 15.94%

URBANA 478,278 8,403 124,921 Hombres 235,536 4,344 63,611 Mujeres 242,742 4,059 61,310 Viviendas particulares 476,231 8,332 124,633 Hombres 234,350 4,307 63,479 Mujeres 241,881 4,025 61,154 Viviendas colectivas 1,778 71 264 Hombres 986 37 119 Mujeres 792 34 145 Otro tipo 269 24 Hombres 200 13 Mujeres 69 11

Distrito BARRANCO 100% 0.98% 17.42% Hombres 100% 1.03% 18.79% Mujeres 100% 0.93% 16.23% Viviendas particulares 100% 0.98% 17.43% Hombres 100% 1.03% 18.80% Mujeres 100% 0.93% 16.23% Viviendas colectivas 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00%

#DIV/0! #DIV/0! #DIV/0! URBANA 33,903 332 5,907

Hombres 15,790 163 2,967 Mujeres 18,113 169 2,940 Viviendas particulares 33,893 332 5,907 Hombres 15,783 163 2,967 Mujeres 18,110 169 2,940 Viviendas colectivas 5 Hombres 2 Mujeres 3 Otro tipo 5 Hombres 5

Page 10: Ejemplo de Mercado Objetivo

Distrito BREÑA 100% 1.27% 18.82% Hombres 100% 1.41% 20.10% Mujeres 100% 1.15% 17.67% Viviendas particulares 100% 1.16% 18.85% Hombres 100% 1.28% 20.07% Mujeres 100% 1.06% 17.75% Viviendas colectivas 100% 5.61% 17.63% Hombres 100% 6.72% 21.75% Mujeres 100% 4.72% 14.34% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 81,909 1,041 15,413 Hombres 38,737 545 7,786 Mujeres 43,172 496 7,627 Viviendas particulares 79,914 930 15,064 Hombres 37,845 486 7,595 Mujeres 42,069 444 7,469 Viviendas colectivas 1,980 111 349 Hombres 878 59 191 Mujeres 1,102 52 158 Otro tipo 15 Hombres 14 Mujeres 1

Distrito CARABAYLLO 100% 1.68% 28.14% Hombres 100% 1.73% 29.05% Mujeres 100% 1.64% 27.24% Viviendas particulares 100% 1.68% 28.14% Hombres 100% 1.73% 29.06% Mujeres 100% 1.64% 27.24% Viviendas colectivas 100% 0.00% 5.56% Hombres 100% 0.00% 2.50% Mujeres 100% 0.00% 14.29% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00%

#DIV/0! #DIV/0! #DIV/0! URBANA 206,980 3,479 58,163

Hombres 102,433 1,781 29,779 Mujeres 104,547 1,698 28,384 Viviendas particulares 206,925 3,479 58,160 Hombres 102,392 1,781 29,778 Mujeres 104,533 1,698 28,382 Viviendas colectivas 54 3 Hombres 40 1 Mujeres 14 2 Otro tipo 1

Page 11: Ejemplo de Mercado Objetivo

Hombres 1

RURAL 6,406 115 1,878 Hombres 3,286 45 933 Mujeres 3,120 70 945 Viviendas particulares 6,406 115 1,878 Hombres 3,286 45 933 Mujeres 3,120 70 945

Distrito CHACLACAYO 100% 1.37% 23.01% Hombres 100% 1.37% 23.97% Mujeres 100% 1.37% 22.12% Viviendas particulares 100% 1.39% 23.21% Hombres 100% 1.38% 24.05% Mujeres 100% 1.41% 22.41% Viviendas colectivas 100% 0.23% 14.12% Hombres 100% 0.46% 17.13% Mujeres 100% 0.15% 13.13% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 41,110 563 9,460 Hombres 19,826 271 4,752 Mujeres 21,284 292 4,708 Viviendas particulares 40,229 561 9,337 Hombres 19,601 270 4,715 Mujeres 20,628 291 4,622 Viviendas colectivas 871 2 123 Hombres 216 1 37 Mujeres 655 1 86 Otro tipo 10 Hombres 9 Mujeres 1

Distrito CHORRILLOS 100% 1.48% 23.76% Hombres 100% 1.50% 24.57% Mujeres 100% 1.45% 22.99% Viviendas particulares 100% 1.49% 24.09% Hombres 100% 1.52% 24.95% Mujeres 100% 1.46% 23.27% Viviendas colectivas 100% 0.57% 2.39% Hombres 100% 0.42% 2.19% Mujeres 100% 0.76% 2.62% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

Page 12: Ejemplo de Mercado Objetivo

URBANA 286,977 4,234 68,194 Hombres 140,776 2,112 34,588 Mujeres 146,201 2,122 33,606 Viviendas particulares 282,614 4,209 68,090 Hombres 138,399 2,102 34,536 Mujeres 144,215 2,107 33,554 Viviendas colectivas 4,357 25 104 Hombres 2,373 10 52 Mujeres 1,984 15 52 Otro tipo 6 Hombres 4 Mujeres 2

Distrito CIENEGUILLA 100% 1.95% 25.21% Hombres 100% 2.13% 25.73% Mujeres 100% 1.70% 24.49% Viviendas particulares 100% 1.91% 26.88% Hombres 100% 1.90% 26.97% Mujeres 100% 1.91% 26.79% Viviendas colectivas 100% 2.04% 21.50% Hombres 100% 2.46% 23.93% Mujeres 100% 0.67% 13.50% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 26,540 520 6,689 Hombres 15,445 330 3,973 Mujeres 11,095 190 2,716 Viviendas particulares 18,253 351 4,908 Hombres 9,092 174 2,453 Mujeres 9,161 177 2,455 Viviendas colectivas 8,285 169 1,781 Hombres 6,352 156 1,520 Mujeres 1,933 13 261 Otro tipo 2 Hombres 1 Mujeres 1

RURAL 185 1 48 Hombres 103 1 27 Mujeres 82 21 Viviendas particulares 185 1 48 Hombres 103 1 27 Mujeres 82 21

Distrito COMAS 100% 1.59% 24.46% Hombres 100% 1.62% 25.38%

Page 13: Ejemplo de Mercado Objetivo

Mujeres 100% 1.55% 23.56% Viviendas particulares 100% 1.59% 24.51% Hombres 100% 1.62% 25.45% Mujeres 100% 1.55% 23.60% Viviendas colectivas 100% 2.18% 7.03% Hombres 100% 2.23% 4.90% Mujeres 100% 2.12% 9.56% Otro tipo 100% 0.00% 0.68% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 1.49%

URBANA 486,977 7,724 119,110 Hombres 239,665 3,889 60,838 Mujeres 247,312 3,835 58,272 Viviendas particulares 485,593 7,697 119,022 Hombres 238,913 3,874 60,805 Mujeres 246,680 3,823 58,217 Viviendas colectivas 1,238 27 87 Hombres 673 15 33 Mujeres 565 12 54 Otro tipo 146 1 Hombres 79 Mujeres 67 1

Distrito EL AGUSTINO 100% 1.66% 25.00% Hombres 100% 1.71% 25.43% Mujeres 100% 1.61% 24.57% Viviendas particulares 100% 1.62% 25.10% Hombres 100% 1.67% 25.56% Mujeres 100% 1.57% 24.65% Viviendas colectivas 100% 8.57% 7.40% Hombres 100% 7.94% 7.78% Mujeres 100% 9.51% 6.83% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 180,262 2,989 45,061 Hombres 89,679 1,535 22,807 Mujeres 90,583 1,454 22,254 Viviendas particulares 179,209 2,901 44,985 Hombres 89,050 1,486 22,759 Mujeres 90,159 1,415 22,226 Viviendas colectivas 1,027 88 76 Hombres 617 49 48 Mujeres 410 39 28 Otro tipo 26 Hombres 12

Page 14: Ejemplo de Mercado Objetivo

Mujeres 14

Distrito INDEPENDENCIA 100% 1.58% 24.17% Hombres 100% 1.65% 25.02% Mujeres 100% 1.52% 23.34% Viviendas particulares 100% 1.58% 24.20% Hombres 100% 1.65% 25.06% Mujeres 100% 1.52% 23.37% Viviendas colectivas 100% 3.24% 4.68% Hombres 100% 4.67% 4.00% Mujeres 100% 1.56% 5.47% Otro tipo 100% 0.00% 1.43% Hombres 100% 0.00% 1.92% Mujeres 100% 0.00% 0.00%

URBANA 207,647 3,286 50,185 Hombres 102,220 1,686 25,577 Mujeres 105,427 1,600 24,608 Viviendas particulares 207,299 3,277 50,171 Hombres 102,018 1,679 25,570 Mujeres 105,281 1,598 24,601 Viviendas colectivas 278 9 13 Hombres 150 7 6 Mujeres 128 2 7 Otro tipo 70 1 Hombres 52 1 Mujeres 18

Distrito JESUS MARIA 100% 1.05% 14.70% Hombres 100% 1.22% 16.59% Mujeres 100% 0.91% 13.15% Viviendas particulares 100% 0.96% 15.30% Hombres 100% 1.11% 17.48% Mujeres 100% 0.83% 13.55% Viviendas colectivas 100% 2.77% 4.81% Hombres 100% 2.92% 4.44% Mujeres 100% 2.59% 5.23% Otro tipo 100% 0.00% 1.49% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 3.70%

URBANA 66,171 697 9,727 Hombres 29,806 365 4,945 Mujeres 36,365 332 4,782 Viviendas particulares 62,421 597 9,551 Hombres 27,811 309 4,860 Mujeres 34,610 288 4,691 Viviendas colectivas 3,616 100 174

Page 15: Ejemplo de Mercado Objetivo

Hombres 1,915 56 85 Mujeres 1,701 44 89 Otro tipo 134 2 Hombres 80 Mujeres 54 2

Distrito LA MOLINA 100% 1.09% 19.12% Hombres 100% 1.20% 21.13% Mujeres 100% 1.00% 17.39% Viviendas particulares 100% 1.08% 19.17% Hombres 100% 1.19% 21.20% Mujeres 100% 0.99% 17.42% Viviendas colectivas 100% 4.18% 11.22% Hombres 100% 4.69% 11.72% Mujeres 100% 3.70% 10.74% Otro tipo 100% 0.00% 0.83% Hombres 100% 0.00% 1.03% Mujeres 100% 0.00% 0.00%

URBANA 132,498 1,448 25,337 Hombres 61,455 740 12,984 Mujeres 71,043 708 12,353 Viviendas particulares 131,851 1,426 25,277 Hombres 61,102 728 12,953 Mujeres 70,749 698 12,324 Viviendas colectivas 526 22 59 Hombres 256 12 30 Mujeres 270 10 29 Otro tipo 121 1 Hombres 97 1 Mujeres 24

Distrito LA VICTORIA 100% 1.42% 20.83% Hombres 100% 1.50% 21.61% Mujeres 100% 1.35% 20.06% Viviendas particulares 100% 1.40% 21.00% Hombres 100% 1.48% 21.83% Mujeres 100% 1.32% 20.21% Viviendas colectivas 100% 3.51% 8.66% Hombres 100% 3.11% 8.37% Mujeres 100% 3.89% 8.93% Otro tipo 100% 0.00% 2.75% Hombres 100% 0.00% 2.41% Mujeres 100% 0.00% 4.76%

URBANA 192,724 2,740 40,135 Hombres 94,743 1,420 20,477 Mujeres 97,981 1,320 19,658

Page 16: Ejemplo de Mercado Objetivo

Viviendas particulares 190,065 2,657 39,922 Hombres 93,335 1,384 20,374 Mujeres 96,730 1,273 19,548 Viviendas colectivas 2,368 83 205 Hombres 1,159 36 97 Mujeres 1,209 47 108 Otro tipo 291 8 Hombres 249 6 Mujeres 42 2

Distrito LINCE 100% 0.99% 15.42% Hombres 100% 1.15% 16.76% Mujeres 100% 0.86% 14.26% Viviendas particulares 100% 1.01% 15.86% Hombres 100% 1.19% 17.61% Mujeres 100% 0.86% 14.40% Viviendas colectivas 100% 0.42% 1.39% Hombres 100% 0.39% 0.93% Mujeres 100% 0.55% 3.01% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00%

#DIV/0! #DIV/0! #DIV/0! URBANA 55,242 549 8,520

Hombres 25,720 296 4,310 Mujeres 29,522 253 4,210 Viviendas particulares 53,567 542 8,497 Hombres 24,410 291 4,298 Mujeres 29,157 251 4,199 Viviendas colectivas 1,659 7 23 Hombres 1,294 5 12 Mujeres 365 2 11 Otro tipo 16 Hombres 16

Distrito LOS OLIVOS 100% 1.54% 22.64% Hombres 100% 1.61% 23.69% Mujeres 100% 1.48% 21.66% Viviendas particulares 100% 1.54% 22.66% Hombres 100% 1.61% 23.71% Mujeres 100% 1.48% 21.67% Viviendas colectivas 100% 0.37% 13.48% Hombres 100% 0.68% 6.80% Mujeres 100% 0.00% 21.67% Otro tipo 100% 0.61% 10.98% Hombres 100% 0.00% 9.09% Mujeres 100% 1.32% 13.16%

URBANA 318,140 4,907 72,031

Page 17: Ejemplo de Mercado Objetivo

Hombres 153,963 2,472 36,467 Mujeres 164,177 2,435 35,564 Viviendas particulares 317,709 4,905 71,977 Hombres 153,728 2,471 36,449 Mujeres 163,981 2,434 35,528 Viviendas colectivas 267 1 36 Hombres 147 1 10 Mujeres 120 26 Otro tipo 164 1 18 Hombres 88 8 Mujeres 76 1 10

Distrito LURIGANCHO 100% 1.69% 26.76% Hombres 100% 1.70% 27.31% Mujeres 100% 1.68% 26.21% Viviendas particulares 100% 1.69% 26.93% Hombres 100% 1.70% 27.51% Mujeres 100% 1.68% 26.35% Viviendas colectivas 100% 0.87% 4.65% Hombres 100% 1.04% 3.71% Mujeres 100% 0.67% 5.71% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 169,359 2,854 45,321 Hombres 84,654 1,435 23,123 Mujeres 84,705 1,419 22,198 Viviendas particulares 168,067 2,843 45,262 Hombres 83,960 1,428 23,098 Mujeres 84,107 1,415 22,164 Viviendas colectivas 1,268 11 59 Hombres 673 7 25 Mujeres 595 4 34 Otro tipo 24 Hombres 21 Mujeres 3

Distrito LURIN 100% 1.85% 28.00% Hombres 100% 1.81% 28.28% Mujeres 100% 1.89% 27.72% Viviendas particulares 100% 1.86% 27.97% Hombres 100% 1.82% 28.31% Mujeres 100% 1.90% 27.63% Viviendas colectivas 100% 0.27% 32.98% Hombres 100% 0.49% 23.53% Mujeres 100% 0.00% 44.38% Otro tipo 100% 0.00% 16.67%

Page 18: Ejemplo de Mercado Objetivo

Hombres 100% 0.00% 33.33% Mujeres 100% 0.00% 0.00%

URBANA 61,274 1,137 17,135 Hombres 30,889 558 8,728 Mujeres 30,385 579 8,407 Viviendas particulares 60,895 1,136 17,011 Hombres 30,682 557 8,679 Mujeres 30,213 579 8,332 Viviendas colectivas 373 1 123 Hombres 204 1 48 Mujeres 169 75 Otro tipo 6 1 Hombres 3 1 Mujeres 3

RURAL 1,666 27 489 Hombres 893 18 259 Mujeres 773 9 230 Viviendas particulares 1,666 27 489 Hombres 893 18 259 Mujeres 773 9 230

Distrito MAGDALENA DEL MAR 100% 1.01% 16.95% Hombres 100% 1.23% 18.76% Mujeres 100% 0.83% 15.46% Viviendas particulares 100% 1.03% 16.94% Hombres 100% 1.27% 18.76% Mujeres 100% 0.83% 15.44% Viviendas colectivas 100% 0.35% 17.49% Hombres 100% 0.00% 19.05% Mujeres 100% 0.68% 16.01% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 50,764 512 8,606 Hombres 22,985 282 4,312 Mujeres 27,779 230 4,294 Viviendas particulares 49,314 507 8,355 Hombres 22,275 282 4,179 Mujeres 27,039 225 4,176 Viviendas colectivas 1,435 5 251 Hombres 698 133 Mujeres 737 5 118 Otro tipo 15 Hombres 12 Mujeres 3

Page 19: Ejemplo de Mercado Objetivo

Distrito MAGDALENA VIEJA 100% 1.02% 16.08% Hombres 100% 1.15% 17.91% Mujeres 100% 0.91% 14.59% Viviendas particulares 100% 0.99% 16.12% Hombres 100% 1.11% 17.94% Mujeres 100% 0.90% 14.63% Viviendas colectivas 100% 3.18% 13.09% Hombres 100% 4.83% 15.34% Mujeres 100% 2.02% 11.49%

#DIV/0! #DIV/0! #DIV/0! URBANA 100% 1.02% 16.08%

Hombres 100% 1.15% 17.91% Mujeres 40,899 372 5,969 Viviendas particulares 73,316 726 11,817 Hombres 32,913 364 5,905 Mujeres 40,403 362 5,912 Viviendas colectivas 848 27 111 Hombres 352 17 54 Mujeres 496 10 57

Distrito MIRAFLORES 100% 0.89% 12.52% Hombres 100% 0.94% 14.27% Mujeres 100% 0.85% 11.11% Viviendas particulares 100% 0.90% 13.01% Hombres 100% 0.96% 15.01% Mujeres 100% 0.85% 11.44% Viviendas colectivas 100% 0.67% 1.29% Hombres 100% 0.50% 1.10% Mujeres 100% 0.89% 1.53% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 85,065 756 10,649 Hombres 37,823 355 5,399 Mujeres 47,242 401 5,250 Viviendas particulares 81,481 732 10,603 Hombres 35,813 345 5,377 Mujeres 45,668 387 5,226 Viviendas colectivas 3,569 24 46 Hombres 2,001 10 22 Mujeres 1,568 14 24 Otro tipo 15 Hombres 9 Mujeres 6

Distrito PACHACAMAC 100% 1.98% 29.95%

Page 20: Ejemplo de Mercado Objetivo

Hombres 100% 2.05% 30.14% Mujeres 100% 1.90% 29.76% Viviendas particulares 100% 1.98% 29.86% Hombres 100% 2.06% 30.04% Mujeres 100% 1.91% 29.67% Viviendas colectivas 100% 0.31% 50.63% Hombres 100% 0.00% 49.72% Mujeres 100% 0.70% 51.75% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 67,553 1,338 20,272 Hombres 33,736 694 10,192 Mujeres 33,817 644 10,080 Viviendas particulares 67,229 1,337 20,110 Hombres 33,557 694 10,104 Mujeres 33,672 643 10,006 Viviendas colectivas 320 1 162 Hombres 177 88 Mujeres 143 1 74 Otro tipo 4 Hombres 2 Mujeres 2

RURAL 888 15 227 Hombres 486 8 124 Mujeres 402 7 103 Viviendas particulares 888 15 227 Hombres 486 8 124 Mujeres 402 7 103

Distrito PUCUSANA 100% 1.93% 29.99% Hombres 100% 2.05% 29.58% Mujeres 100% 1.81% 30.41% Viviendas particulares 100% 1.96% 30.48% Hombres 100% 2.11% 30.46% Mujeres 100% 1.81% 30.49% Viviendas colectivas 100% 0.00% 0.60% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 5.88% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00%

#DIV/0! #DIV/0! #DIV/0! URBANA 10,566 205 3,179

Hombres 5,324 110 1,586 Mujeres 5,242 95 1,593 Viviendas particulares 10,393 205 3,178

Page 21: Ejemplo de Mercado Objetivo

Hombres 5,168 110 1,586 Mujeres 5,225 95 1,592 Viviendas colectivas 167 1 Hombres 150 Mujeres 17 1 Otro tipo 6 Hombres 6

RURAL 67 10 Hombres 48 3 Mujeres 19 7 Viviendas particulares 67 10 Hombres 48 3 Mujeres 19 7

Distrito PUENTE PIEDRA 100% 1.92% 28.26% Hombres 100% 1.94% 28.74% Mujeres 100% 1.90% 27.77% Viviendas particulares 100% 1.94% 28.51% Hombres 100% 1.97% 29.23% Mujeres 100% 1.90% 27.81% Viviendas colectivas 100% 0.41% 3.82% Hombres 100% 0.19% 2.11% Mujeres 100% 1.82% 14.59% Otro tipo 100% 0.63% 23.90% Hombres 100% 0.00% 22.62% Mujeres 100% 1.33% 25.33%

URBANA 233,602 4,486 66,007 Hombres 116,937 2,265 33,609 Mujeres 116,665 2,221 32,398 Viviendas particulares 231,033 4,475 65,877 Hombres 114,772 2,261 33,546 Mujeres 116,261 2,214 32,331 Viviendas colectivas 2,410 10 92 Hombres 2,081 4 44 Mujeres 329 6 48 Otro tipo 159 1 38 Hombres 84 19 Mujeres 75 1 19

Distrito PUNTA HERMOSA 5,762 85 1,401 Hombres 2,998 48 732 Mujeres 2,764 37 669 Viviendas particulares 5,762 85 1,401 Hombres 2,998 48 732 Mujeres 2,764 37 669

Page 22: Ejemplo de Mercado Objetivo

URBANA 5,423 83 1,343 Hombres 2,798 47 708 Mujeres 2,625 36 635 Viviendas particulares 5,423 83 1,343 Hombres 2,798 47 708 Mujeres 2,625 36 635

RURAL 339 2 58 Hombres 200 1 24 Mujeres 139 1 34 Viviendas particulares 339 2 58 Hombres 200 1 24 Mujeres 139 1 34

Distrito PUNTA NEGRA 5,284 71 1,365 Hombres 2,691 44 689 Mujeres 2,593 27 676 Viviendas particulares 5,165 71 1,365 Hombres 2,573 44 689 Mujeres 2,592 27 676 Viviendas colectivas 119 Hombres 118 Mujeres 1

URBANA 5,283 71 1,365 Hombres 2,690 44 689 Mujeres 2,593 27 676 Viviendas particulares 5,164 71 1,365 Hombres 2,572 44 689 Mujeres 2,592 27 676 Viviendas colectivas 119 Hombres 118 Mujeres 1

RURAL 1 Hombres 1 Viviendas particulares 1 Hombres 1

Distrito RIMAC 100% 1.33% 21.98% Hombres 100% 1.37% 22.87% Mujeres 100% 1.29% 21.12% Viviendas particulares 100% 1.34% 22.17% Hombres 100% 1.39% 23.19% Mujeres 100% 1.30% 21.21% Viviendas colectivas 100% 0.06% 1.64% Hombres 100% 0.00% 1.07% Mujeres 100% 0.23% 3.26%

Page 23: Ejemplo de Mercado Objetivo

Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 176,169 2,344 38,714 Hombres 86,239 1,183 19,720 Mujeres 89,930 1,161 18,994 Viviendas particulares 174,469 2,343 38,687 Hombres 84,977 1,183 19,707 Mujeres 89,492 1,160 18,980 Viviendas colectivas 1,644 1 27 Hombres 1,214 13 Mujeres 430 1 14 Otro tipo 56 Hombres 48 Mujeres 8

Distrito SAN BARTOLO 6,412 109 1,557 Hombres 3,121 65 799 Mujeres 3,291 44 758 Viviendas particulares 5,857 108 1,527 Hombres 2,965 64 783 Mujeres 2,892 44 744 Viviendas colectivas 555 1 30 Hombres 156 1 16 Mujeres 399 14

URBANA 6,308 106 1,537 Hombres 3,049 63 789 Mujeres 3,259 43 748 Viviendas particulares 5,753 105 1,507 Hombres 2,893 62 773 Mujeres 2,860 43 734 Viviendas colectivas 555 1 30 Hombres 156 1 16 Mujeres 399 14

RURAL 104 3 20 Hombres 72 2 10 Mujeres 32 1 10 Viviendas particulares 104 3 20 Hombres 72 2 10 Mujeres 32 1 10

Distrito SAN BORJA 100% 0.99% 15.61% Hombres 100% 1.09% 17.48% Mujeres 100% 0.90% 14.05% Viviendas particulares 100% 0.99% 15.71%

Page 24: Ejemplo de Mercado Objetivo

Hombres 100% 1.10% 17.61% Mujeres 100% 0.91% 14.13% Viviendas colectivas 100% 0.20% 5.87% Hombres 100% 0.00% 6.55% Mujeres 100% 0.42% 5.10% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 105,076 1,036 16,405 Hombres 47,756 519 8,349 Mujeres 57,320 517 8,056 Viviendas particulares 104,063 1,034 16,346 Hombres 47,217 519 8,314 Mujeres 56,846 515 8,032 Viviendas colectivas 1,005 2 59 Hombres 534 35 Mujeres 471 2 24 Otro tipo 8 Hombres 5 Mujeres 3

Distrito SAN ISIDRO 100% 0.89% 13.47% Hombres 100% 1.00% 15.57% Mujeres 100% 0.81% 11.86% Viviendas particulares 100% 0.90% 13.80% Hombres 100% 1.01% 16.08% Mujeres 100% 0.82% 12.07% Viviendas colectivas 100% 0.49% 2.37% Hombres 100% 0.56% 2.03% Mujeres 100% 0.39% 2.76% Otro tipo 100% 0.00% 6.00% Hombres 100% 0.00% 3.03% Mujeres 100% 0.00% 11.76%

URBANA 58,056 516 7,818 Hombres 25,184 251 3,920 Mujeres 32,872 265 3,898 Viviendas particulares 56,359 508 7,776 Hombres 24,264 246 3,901 Mujeres 32,095 262 3,875 Viviendas colectivas 1,647 8 39 Hombres 887 5 18 Mujeres 760 3 21 Otro tipo 50 3 Hombres 33 1 Mujeres 17 2

Page 25: Ejemplo de Mercado Objetivo

Distrito SAN JUAN DE LURIGANCHO 100% 1.78% 25.24% Hombres 100% 1.81% 25.71% Mujeres 100% 1.75% 24.77% Viviendas particulares 100% 1.79% 25.55% Hombres 100% 1.85% 26.33% Mujeres 100% 1.74% 24.79% Viviendas colectivas 100% 0.52% 2.10% Hombres 100% 0.25% 1.24% Mujeres 100% 4.10% 13.51% Otro tipo 100% 0.00% 4.76% Hombres 100% 0.00% 7.14% Mujeres 100% 0.00% 0.00%

URBANA 898,443 15,962 226,774 Hombres 449,532 8,125 115,582 Mujeres 448,911 7,837 111,192 Viviendas particulares 886,537 15,900 226,524 Hombres 438,462 8,097 115,444 Mujeres 448,075 7,803 111,080 Viviendas colectivas 11,885 62 249 Hombres 11,056 28 137 Mujeres 829 34 112 Otro tipo 21 1 Hombres 14 1 Mujeres 7

Distrito SAN JUAN DE MIRAFLORES 100% 1.62% 24.04% Hombres 100% 1.68% 24.85% Mujeres 100% 1.55% 23.26% Viviendas particulares 100% 1.60% 24.10% Hombres 100% 1.66% 24.92% Mujeres 100% 1.53% 23.31% Viviendas colectivas 100% 7.04% 9.86% Hombres 100% 6.49% 10.11% Mujeres 100% 7.85% 9.49% Otro tipo 100% 0.00% 4.49% Hombres 100% 0.00% 2.70% Mujeres 100% 0.00% 13.33%

URBANA 362,643 5,860 87,193 Hombres 178,331 3,001 44,313 Mujeres 184,312 2,859 42,880 Viviendas particulares 361,205 5,765 87,056 Hombres 177,456 2,949 44,230 Mujeres 183,749 2,816 42,826 Viviendas colectivas 1,349 95 133 Hombres 801 52 81 Mujeres 548 43 52

Page 26: Ejemplo de Mercado Objetivo

Otro tipo 89 4 Hombres 74 2 Mujeres 15 2

Distrito SAN LUIS 100% 1.32% 20.27% Hombres 100% 1.35% 21.40% Mujeres 100% 1.30% 19.22% Viviendas particulares 100% 1.33% 20.38% Hombres 100% 1.36% 21.62% Mujeres 100% 1.31% 19.25% Viviendas colectivas 100% 0.22% 9.98% Hombres 100% 0.32% 7.40% Mujeres 100% 0.00% 15.71% Otro tipo 100% 0.00% 4.44% Hombres 100% 0.00% 4.05% Mujeres 100% 0.00% 6.25%

URBANA 54,634 723 11,073 Hombres 26,264 354 5,620 Mujeres 28,370 369 5,453 Viviendas particulares 54,093 722 11,024 Hombres 25,879 353 5,594 Mujeres 28,214 369 5,430 Viviendas colectivas 451 1 45 Hombres 311 1 23 Mujeres 140 22 Otro tipo 90 4 Hombres 74 3 Mujeres 16 1

Distrito SAN MARTIN DE PORRES 100% 1.51% 23.38% Hombres 100% 1.58% 24.33% Mujeres 100% 1.45% 22.48% Viviendas particulares 100% 1.51% 23.44% Hombres 100% 1.58% 24.42% Mujeres 100% 1.44% 22.51% Viviendas colectivas 100% 3.15% 6.56% Hombres 100% 2.86% 4.82% Mujeres 100% 3.65% 9.54% Otro tipo 100% 0.96% 8.13% Hombres 100% 0.00% 3.97% Mujeres 100% 3.45% 18.97%

URBANA 579,561 8,776 135,506 Hombres 282,909 4,477 68,823 Mujeres 296,652 4,299 66,683 Viviendas particulares 577,416 8,713 135,362 Hombres 281,535 4,442 68,758

Page 27: Ejemplo de Mercado Objetivo

Mujeres 295,881 4,271 66,604 Viviendas colectivas 1,936 61 127 Hombres 1,223 35 59 Mujeres 713 26 68 Otro tipo 209 2 17 Hombres 151 6 Mujeres 58 2 11

Distrito SAN MIGUEL 100% 1.20% 17.98% Hombres 100% 1.35% 19.56% Mujeres 100% 1.07% 16.60% Viviendas particulares 100% 1.20% 17.99% Hombres 100% 1.35% 19.57% Mujeres 100% 1.07% 16.61% Viviendas colectivas 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00%

#DIV/0! #DIV/0! #DIV/0! URBANA 129,107 1,550 23,211

Hombres 60,025 808 11,743 Mujeres 69,082 742 11,468 Viviendas particulares 129,047 1,550 23,211 Hombres 59,990 808 11,743 Mujeres 69,057 742 11,468 Viviendas colectivas 57 Hombres 32 Mujeres 25 Otro tipo 3 Hombres 3

Distrito SANTA ANITA 100% 1.72% 23.76% Hombres 100% 1.81% 24.52% Mujeres 100% 1.65% 23.02% Viviendas particulares 100% 1.72% 23.85% Hombres 100% 1.80% 24.65% Mujeres 100% 1.64% 23.08% Viviendas colectivas 100% 2.83% 4.25% Hombres 100% 2.40% 3.14% Mujeres 100% 3.61% 6.23% Otro tipo 100% 0.00% 25.00% Hombres 100% 0.00% 17.39% Mujeres 100% 0.00% 35.29%

URBANA 184,614 3,184 43,867 Hombres 91,240 1,647 22,368 Mujeres 93,374 1,537 21,499

Page 28: Ejemplo de Mercado Objetivo

Viviendas particulares 183,727 3,160 43,821 Hombres 90,675 1,634 22,347 Mujeres 93,052 1,526 21,474 Viviendas colectivas 847 24 36 Hombres 542 13 17 Mujeres 305 11 19 Otro tipo 40 10 Hombres 23 4 Mujeres 17 6

Distrito SANTA MARIA DEL MAR 161 2 30 Hombres 102 14 Mujeres 59 2 16 Viviendas particulares 161 2 30 Hombres 102 14 Mujeres 59 2 16

URBANA 133 1 27 Hombres 79 11 Mujeres 54 1 16 Viviendas particulares 133 1 27 Hombres 79 11 Mujeres 54 1 16

RURAL 28 1 3 Hombres 23 3 Mujeres 5 1 Viviendas particulares 28 1 3 Hombres 23 3 Mujeres 5 1

Distrito SANTA ROSA 10,903 183 3,045 Hombres 5,409 102 1,585 Mujeres 5,494 81 1,460 Viviendas particulares 10,869 183 3,045 Hombres 5,400 102 1,585 Mujeres 5,469 81 1,460 Viviendas colectivas 34 Hombres 9 Mujeres 25

URBANA 10,903 183 3,045 Hombres 5,409 102 1,585 Mujeres 5,494 81 1,460 Viviendas particulares 10,869 183 3,045 Hombres 5,400 102 1,585 Mujeres 5,469 81 1,460 Viviendas colectivas 34

Page 29: Ejemplo de Mercado Objetivo

Hombres 9 Mujeres 25

Distrito SANTIAGO DE SURCO 100% 1.09% 18.95% Hombres 100% 1.22% 20.92% Mujeres 100% 0.98% 17.24% Viviendas particulares 100% 1.09% 19.06% Hombres 100% 1.22% 21.10% Mujeres 100% 0.98% 17.31% Viviendas colectivas 100% 2.54% 7.28% Hombres 100% 3.70% 5.54% Mujeres 100% 1.84% 8.35% Otro tipo 100% 0.00% 0.80% Hombres 100% 0.00% 0.71% Mujeres 100% 0.00% 1.09%

URBANA 289,597 3,160 54,866 Hombres 134,288 1,641 28,089 Mujeres 155,309 1,519 26,777 Viviendas particulares 287,338 3,131 54,774 Hombres 133,012 1,625 28,059 Mujeres 154,326 1,506 26,715 Viviendas colectivas 1,140 29 83 Hombres 433 16 24 Mujeres 707 13 59 Otro tipo 1,119 9 Hombres 843 6 Mujeres 276 3

Distrito SURQUILLO 100% 1.29% 18.55% Hombres 100% 1.39% 20.14% Mujeres 100% 1.20% 17.15% Viviendas particulares 100% 1.30% 18.66% Hombres 100% 1.40% 20.24% Mujeres 100% 1.21% 17.26% Viviendas colectivas 100% 0.00% 7.16% Hombres 100% 0.00% 8.78% Mujeres 100% 0.00% 5.87% Otro tipo 100% 0.00% 8.33% Hombres 100% 0.00% 11.11% Mujeres 100% 0.00% 0.00%

URBANA 89,283 1,151 16,566 Hombres 42,016 585 8,461 Mujeres 47,267 566 8,105 Viviendas particulares 88,475 1,151 16,508 Hombres 41,654 585 8,429 Mujeres 46,821 566 8,079

Page 30: Ejemplo de Mercado Objetivo

Viviendas colectivas 796 57 Hombres 353 31 Mujeres 443 26 Otro tipo 12 1 Hombres 9 1 Mujeres 3

Distrito VILLA EL SALVADOR 100% 1.81% 27.00% Hombres 100% 1.83% 27.68% Mujeres 100% 1.79% 26.33% Viviendas particulares 100% 1.81% 27.03% Hombres 100% 1.83% 27.71% Mujeres 100% 1.79% 26.35% Viviendas colectivas 100% 3.37% 14.81% Hombres 100% 3.27% 14.36% Mujeres 100% 3.51% 15.44% Otro tipo 100% 0.00% 0.00% Hombres 100% 0.00% 0.00% Mujeres 100% 0.00% 0.00%

URBANA 381,790 6,921 103,089 Hombres 189,495 3,474 52,458 Mujeres 192,295 3,447 50,631 Viviendas particulares 381,082 6,898 102,988 Hombres 189,074 3,461 52,401 Mujeres 192,008 3,437 50,587 Viviendas colectivas 682 23 101 Hombres 397 13 57 Mujeres 285 10 44 Otro tipo 26 Hombres 24 Mujeres 2

Distrito VILLA MARIA DEL TRIUNFO 100% 1.70% 26.12% Hombres 100% 1.76% 26.91% Mujeres 100% 1.65% 25.35% Viviendas particulares 100% 1.70% 26.13% Hombres 100% 1.76% 26.93% Mujeres 100% 1.65% 25.36% Viviendas colectivas 100% 2.95% 15.55% Hombres 100% 1.52% 14.55% Mujeres 100% 5.62% 17.42% Otro tipo 100% 0.00% 28.21% Hombres 100% 0.00% 31.03% Mujeres 100% 0.00% 20.00%

URBANA 378,470 6,451 98,857 Hombres 186,911 3,289 50,293

Page 31: Ejemplo de Mercado Objetivo

Mujeres 191,559 3,162 48,564 Viviendas particulares 377,923 6,436 98,767 Hombres 186,552 3,284 50,236 Mujeres 191,371 3,152 48,531 Viviendas colectivas 508 15 79 Hombres 330 5 48 Mujeres 178 10 31 Otro tipo 39 11 Hombres 29 9 Mujeres 10 2

- Población Nominalmente Censada. - No se empadronó a la población del distrito de Carmen Alto, provincia de Huamanga, departamento de Ayacucho. Fuente : INEI - Censos Nacionales 2007 : XI de Población y VI de Vivienda

Page 32: Ejemplo de Mercado Objetivo

CUADRO Nº 2: POBLACIÓN TOTAL, POR GRANDES GRUPOS DE EDAD, SEGÚN DEPARTAMENTO, PROVINCIA, ÁREA URBANA Y RURAL, SEXO Y TIPO DE VIVIENDA

15 A 29 30 A 44 45 A 64 65 A MÁS AÑOS AÑOS AÑOS AÑOS

28.84% 22.62% 16.75% 6.76%28.91% 22.30% 16.28% 6.41%28.77% 22.94% 17.21% 7.09%28.75% 22.60% 16.75% 6.73%28.76% 22.23% 16.28% 6.40%28.74% 22.94% 17.20% 7.04%37.93% 24.75% 16.56% 10.44%40.90% 26.38% 15.78% 7.41%32.42% 21.73% 18.03% 16.05%34.34% 35.19% 22.04% 3.56%31.96% 38.36% 22.78% 3.37%40.92% 26.42% 19.98% 4.08%

28.84% 22.63% 16.76% 6.76%28.91% 22.30% 16.28% 6.41%28.77% 22.94% 17.21% 7.10%28.75% 22.60% 16.76% 6.73%28.76% 22.23% 16.29% 6.40%28.74% 22.95% 17.20% 7.04%37.93% 24.75% 16.56% 10.44%40.90% 26.38% 15.78% 7.41%32.42% 21.73% 18.03% 16.05%34.34% 35.19% 22.04% 3.56%31.96% 38.36% 22.78% 3.37%40.92% 26.42% 19.98% 4.08%

2,810 2,062 1,350 565 1,477 1,141 717 319 1,333 921 633 246 2,810 2,062 1,350 565 1,477 1,141 717 319 1,333 921 633 246

26.56% 22.42% 19.50% 10.20%26.70% 22.34% 18.92% 9.62%26.44% 22.49% 20.05% 10.76%26.40% 22.44% 19.48% 10.11%26.51% 22.37% 18.86% 9.54%26.30% 22.51% 20.06% 10.65%

Page 33: Ejemplo de Mercado Objetivo

33.83% 20.88% 20.31% 14.43%34.73% 20.55% 21.02% 12.94%32.84% 21.24% 19.53% 16.05%27.85% 29.54% 24.89% 12.24%28.00% 30.50% 26.50% 10.50%27.03% 24.32% 16.22% 21.62%

79,559 67,133 58,403 30,561 38,909 32,556 27,567 14,020 40,650 34,577 30,836 16,541 77,301 65,710 57,028 29,597 37,680 31,801 26,804 13,562 39,621 33,909 30,224 16,035 2,192 1,353 1,316 935 1,173 694 710 437 1,019 659 606 498 66 70 59 29 56 61 53 21 10 9 6 8

27.93% 22.27% 14.88% 4.57%27.72% 22.34% 14.86% 4.61%28.15% 22.19% 14.90% 4.53%28.20% 21.77% 14.85% 4.71%27.97% 21.18% 14.71% 4.85%28.42% 22.36% 14.99% 4.56%20.55% 35.86% 15.56% 0.77%23.63% 41.24% 17.21% 0.61%

3.87% 6.63% 6.63% 1.66%25.00% 50.00% 25.00% 0.00%28.57% 42.86% 28.57% 0.00%

0.00% 100.00% 0.00% 0.00%

9,319 7,431 4,964 1,525 4,717 3,802 2,528 784 4,602 3,629 2,436 741 9,078 7,010 4,781 1,516 4,483 3,394 2,357 778 4,595 3,616 2,424 738 239 417 181 9 232 405 169 6 7 12 12 3 2 4 2 2 3 2

1

31.57% 22.11% 14.05% 4.40%31.43% 21.57% 13.86% 4.28%

Page 34: Ejemplo de Mercado Objetivo

31.69% 22.64% 14.23% 4.51%31.51% 22.11% 14.07% 4.40%31.37% 21.55% 13.87% 4.29%31.64% 22.65% 14.26% 4.50%46.63% 20.30% 9.67% 4.56%46.15% 23.12% 12.27% 2.64%47.22% 16.79% 6.44% 6.94%36.06% 40.89% 11.90% 2.23%36.50% 43.00% 12.00% 2.00%34.78% 34.78% 11.59% 2.90%

150,971 105,759 67,195 21,029 74,040 50,808 32,653 10,080 76,931 54,951 34,542 10,949 150,045 105,288 66,991 20,942 73,512 50,494 32,508 10,050 76,533 54,794 34,483 10,892 829 361 172 81 455 228 121 26 374 133 51 55 97 110 32 6 73 86 24 4 24 24 8 2

23.38% 21.60% 23.15% 13.46%24.12% 22.15% 21.98% 11.94%22.73% 21.13% 24.18% 14.80%23.37% 21.59% 23.16% 13.47%24.12% 22.13% 21.97% 11.94%22.72% 21.13% 24.19% 14.80%40.00% 60.00% 0.00% 0.00%

0.00% 100.00% 0.00% 0.00%66.67% 33.33% 0.00% 0.00%20.00% 40.00% 40.00% 0.00%20.00% 40.00% 40.00% 0.00%#DIV/0! #DIV/0! #DIV/0! #DIV/0!

7,925 7,324 7,850 4,565 3,808 3,497 3,470 1,885 4,117 3,827 4,380 2,680 7,922 7,319 7,848 4,565 3,807 3,493 3,468 1,885 4,115 3,826 4,380 2,680 2 3

2 2 1 1 2 2 1 2 2

Page 35: Ejemplo de Mercado Objetivo

25.61% 21.67% 20.94% 11.69%25.90% 21.43% 20.47% 10.70%25.35% 21.90% 21.37% 12.58%25.57% 21.79% 21.19% 11.43%25.92% 21.55% 20.68% 10.50%25.26% 22.01% 21.65% 12.27%26.97% 17.02% 10.61% 22.17%25.06% 16.29% 10.82% 19.36%28.49% 17.60% 10.44% 24.41%13.33% 26.67% 46.67% 13.33%14.29% 21.43% 50.00% 14.29%

0.00% 100.00% 0.00% 0.00%

20,973 17,753 17,153 9,576 10,031 8,300 7,929 4,146 10,942 9,453 9,224 5,430 20,437 17,412 16,936 9,135 9,809 8,154 7,827 3,974 10,628 9,258 9,109 5,161 534 337 210 439 220 143 95 170 314 194 115 269 2 4 7 2 2 3 7 2

1

28.76% 22.68% 14.33% 4.40%28.43% 22.06% 14.27% 4.46%29.09% 23.29% 14.40% 4.34%28.76% 22.68% 14.33% 4.40%28.43% 22.06% 14.27% 4.46%29.09% 23.29% 14.40% 4.34%37.04% 37.04% 16.67% 3.70%35.00% 40.00% 17.50% 5.00%42.86% 28.57% 14.29% 0.00%

0.00% 100.00% 0.00% 0.00%0.00% 100.00% 0.00% 0.00%

#DIV/0! #DIV/0! #DIV/0! #DIV/0! 59,534 47,070 29,722 9,012 29,124 22,601 14,635 4,513 30,410 24,469 15,087 4,499 59,514 47,049 29,713 9,010 29,110 22,584 14,628 4,511 30,404 24,465 15,085 4,499 20 20 9 2 14 16 7 2 6 4 2

1

Page 36: Ejemplo de Mercado Objetivo

1

1,841 1,330 865 377 929 725 449 205 912 605 416 172 1,841 1,330 865 377 929 725 449 205 912 605 416 172

26.90% 22.59% 17.72% 8.41%26.67% 22.61% 17.11% 8.27%27.12% 22.56% 18.28% 8.55%26.53% 22.78% 17.82% 8.27%26.53% 22.67% 17.14% 8.23%26.52% 22.88% 18.47% 8.31%44.66% 13.89% 11.94% 15.15%40.28% 18.06% 11.57% 12.50%46.11% 12.52% 12.06% 16.03%

0.00% 10.00% 90.00% 0.00%0.00% 11.11% 88.89% 0.00%0.00% 0.00% 100.00% 0.00%

11,060 9,285 7,283 3,459 5,288 4,483 3,392 1,640 5,772 4,802 3,891 1,819 10,671 9,163 7,170 3,327 5,201 4,443 3,359 1,613 5,470 4,720 3,811 1,714 389 121 104 132 87 39 25 27 302 82 79 105

1 9 1 8

1

28.77% 23.20% 16.60% 6.20%29.19% 22.64% 16.08% 6.03%28.36% 23.73% 17.10% 6.37%28.24% 23.25% 16.70% 6.24%28.21% 22.92% 16.30% 6.09%28.26% 23.56% 17.08% 6.37%63.19% 19.94% 9.78% 4.13%86.35% 6.15% 2.87% 2.02%35.48% 36.44% 18.04% 6.65%33.33% 16.67% 33.33% 16.67%50.00% 0.00% 25.00% 25.00%

0.00% 50.00% 50.00% 0.00%

Page 37: Ejemplo de Mercado Objetivo

82,552 66,567 47,626 17,804 41,091 31,870 22,631 8,484 41,461 34,697 24,995 9,320 79,797 65,697 47,198 17,623 39,040 31,724 22,562 8,435 40,757 33,973 24,636 9,188 2,753 869 426 180 2,049 146 68 48 704 723 358 132 2 1 2 1 2 1 1

1 1

30.34% 21.29% 15.52% 5.69%31.59% 21.29% 14.04% 5.22%28.59% 21.28% 17.59% 6.34%30.10% 22.06% 13.85% 5.21%29.85% 22.03% 13.95% 5.29%30.34% 22.08% 13.75% 5.13%30.86% 19.58% 19.25% 6.77%34.10% 20.21% 14.17% 5.13%20.23% 17.49% 35.95% 12.16%

100.00% 0.00% 0.00% 0.00%100.00% 0.00% 0.00% 0.00%100.00% 0.00% 0.00% 0.00%

8,064 5,643 4,118 1,506 4,893 3,286 2,163 800 3,171 2,357 1,955 706 5,505 4,021 2,523 945 2,726 2,002 1,263 474 2,779 2,019 1,260 471 2,557 1,622 1,595 561 2,166 1,284 900 326 391 338 695 235 2 1 1

44 46 31 15 19 24 20 12 25 22 11 3 44 46 31 15 19 24 20 12 25 22 11 3

28.01% 23.12% 16.36% 6.47%27.84% 22.80% 15.78% 6.57%

Page 38: Ejemplo de Mercado Objetivo

28.17% 23.42% 16.92% 6.37%27.96% 23.11% 16.37% 6.46%27.79% 22.79% 15.79% 6.57%28.13% 23.43% 16.93% 6.36%43.13% 25.61% 13.17% 8.89%43.54% 28.23% 13.08% 8.02%42.65% 22.48% 13.27% 9.91%58.22% 17.81% 21.92% 1.37%48.10% 24.05% 25.32% 2.53%70.15% 10.45% 17.91% 0.00%

136,381 112,582 79,682 31,498 66,714 54,654 37,827 15,743 69,667 57,928 41,855 15,755 135,762 112,239 79,487 31,386 66,383 54,445 37,719 15,687 69,379 57,794 41,768 15,699 534 317 163 110 293 190 88 54 241 127 75 56 85 26 32 2 38 19 20 2 47 7 12

30.27% 21.90% 15.33% 5.84%30.38% 21.70% 15.13% 5.65%30.17% 22.10% 15.52% 6.03%30.19% 21.91% 15.34% 5.84%30.26% 21.72% 15.15% 5.65%30.12% 22.11% 15.53% 6.02%45.18% 18.99% 12.95% 6.91%48.14% 17.99% 12.32% 5.83%40.73% 20.49% 13.90% 8.54%34.62% 30.77% 30.77% 3.85%16.67% 58.33% 25.00% 0.00%50.00% 7.14% 35.71% 7.14%

54,572 39,473 27,633 10,534 27,242 19,457 13,570 5,068 27,330 20,016 14,063 5,466 54,099 39,270 27,492 10,462 26,943 19,339 13,491 5,032 27,156 19,931 14,001 5,430 464 195 133 71 297 111 76 36 167 84 57 35 9 8 8 1 2 7 3

Page 39: Ejemplo de Mercado Objetivo

7 1 5 1

27.92% 23.89% 15.12% 7.31%27.60% 23.80% 14.57% 7.36%28.24% 23.98% 15.65% 7.26%27.90% 23.88% 15.12% 7.31%27.57% 23.78% 14.57% 7.37%28.22% 23.98% 15.66% 7.26%47.48% 23.38% 15.11% 6.12%48.67% 22.67% 16.67% 3.33%46.09% 24.22% 13.28% 9.38%27.14% 52.86% 14.29% 4.29%19.23% 57.69% 17.31% 3.85%50.00% 38.89% 5.56% 5.56%

57,984 49,613 31,399 15,180 28,208 24,327 14,895 7,527 29,776 25,286 16,504 7,653 57,833 49,511 31,347 15,160 28,125 24,263 14,861 7,520 29,708 25,248 16,486 7,640 132 65 42 17 73 34 25 5 59 31 17 12 19 37 10 3 10 30 9 2 9 7 1 1

24.61% 22.12% 22.69% 14.83%25.25% 22.16% 21.74% 13.03%24.08% 22.08% 23.47% 16.30%24.94% 22.15% 22.54% 14.11%25.54% 22.34% 21.56% 11.98%24.46% 22.00% 23.33% 15.82%18.89% 20.80% 25.25% 27.49%20.94% 18.59% 24.49% 28.62%16.58% 23.28% 26.10% 26.22%22.39% 42.54% 26.87% 6.72%27.50% 45.00% 21.25% 6.25%14.81% 38.89% 35.19% 7.41%

16,283 14,636 15,017 9,811 7,526 6,605 6,481 3,884 8,757 8,031 8,536 5,927 15,570 13,827 14,068 8,808 7,103 6,213 5,995 3,331 8,467 7,614 8,073 5,477 683 752 913 994

Page 40: Ejemplo de Mercado Objetivo

401 356 469 548 282 396 444 446 30 57 36 9 22 36 17 5 8 21 19 4

26.65% 22.80% 21.91% 8.42%26.09% 21.92% 21.59% 8.07%27.14% 23.57% 22.19% 8.72%26.59% 22.82% 21.96% 8.38%25.95% 21.93% 21.66% 8.06%27.14% 23.58% 22.22% 8.66%32.70% 21.86% 11.41% 18.63%39.84% 21.09% 10.55% 12.11%25.93% 22.59% 12.22% 24.81%71.90% 14.05% 10.74% 2.48%74.23% 17.53% 6.19% 1.03%62.50% 0.00% 29.17% 8.33%

35,316 30,214 29,029 11,154 16,032 13,472 13,268 4,959 19,284 16,742 15,761 6,195 35,057 30,082 28,956 11,053 15,858 13,401 13,235 4,927 19,199 16,681 15,721 6,126 172 115 60 98 102 54 27 31 70 61 33 67 87 17 13 3 72 17 6 1 15 7 2

28.91% 21.52% 18.00% 9.33%29.36% 21.38% 17.45% 8.70%28.46% 21.66% 18.53% 9.94%28.92% 21.46% 17.97% 9.25%29.39% 21.29% 17.39% 8.62%28.47% 21.62% 18.52% 9.87%26.94% 24.20% 20.35% 16.34%25.97% 24.07% 21.74% 16.74%27.87% 24.32% 19.02% 15.96%37.80% 39.18% 18.90% 1.37%36.95% 39.76% 19.28% 1.61%42.86% 35.71% 16.67% 0.00%

55,710 41,472 34,687 17,980 27,820 20,253 16,531 8,242 27,890 21,219 18,156 9,738

Page 41: Ejemplo de Mercado Objetivo

54,962 40,785 34,150 17,589 27,427 19,875 16,231 8,044 27,535 20,910 17,919 9,545 638 573 482 387 301 279 252 194 337 294 230 193 110 114 55 4 92 99 48 4 18 15 7

24.83% 22.48% 22.61% 13.67%25.77% 23.21% 21.77% 11.35%24.00% 21.85% 23.34% 15.69%24.65% 21.72% 22.73% 14.03%25.70% 21.80% 21.84% 11.87%23.76% 21.65% 23.48% 15.85%30.74% 47.08% 18.51% 1.87%27.28% 49.77% 20.17% 1.47%43.01% 37.53% 12.60% 3.29%12.50% 25.00% 43.75% 18.75%12.50% 25.00% 43.75% 18.75%#DIV/0! #DIV/0! #DIV/0! #DIV/0!

13,714 12,419 12,489 7,551 6,628 5,969 5,598 2,919 7,086 6,450 6,891 4,632 13,202 11,634 12,175 7,517 6,273 5,321 5,330 2,897 6,929 6,313 6,845 4,620 510 781 307 31 353 644 261 19 157 137 46 12 2 4 7 3 2 4 7 3

30.54% 22.35% 17.29% 5.62%30.47% 21.89% 16.77% 5.58%30.62% 22.79% 17.79% 5.66%30.53% 22.35% 17.30% 5.62%30.45% 21.88% 16.78% 5.58%30.60% 22.80% 17.79% 5.66%41.95% 22.85% 11.61% 9.74%42.18% 27.21% 13.61% 9.52%41.67% 17.50% 9.17% 10.00%45.12% 24.39% 13.41% 5.49%40.91% 28.41% 14.77% 6.82%50.00% 19.74% 11.84% 3.95%

97,173 71,120 55,022 17,887

Page 42: Ejemplo de Mercado Objetivo

46,910 33,699 25,823 8,592 50,263 37,421 29,199 9,295 96,987 71,019 54,969 17,852 46,812 33,634 25,790 8,572 50,175 37,385 29,179 9,280 112 61 31 26 62 40 20 14 50 21 11 12 74 40 22 9 36 25 13 6 38 15 9 3

29.78% 21.96% 14.35% 5.46%29.98% 21.50% 14.12% 5.40%29.59% 22.42% 14.58% 5.53%29.64% 21.98% 14.34% 5.41%29.87% 21.48% 14.07% 5.37%29.41% 22.48% 14.61% 5.46%48.97% 18.45% 15.14% 11.91%44.13% 22.88% 19.32% 8.92%54.45% 13.45% 10.42% 15.29%20.83% 45.83% 33.33% 0.00%19.05% 52.38% 28.57% 0.00%33.33% 0.00% 66.67% 0.00%

50,443 37,189 24,301 9,251 25,380 18,199 11,949 4,568 25,063 18,990 12,352 4,683 49,817 36,944 24,101 9,100 25,079 18,034 11,813 4,508 24,738 18,910 12,288 4,592 621 234 192 151 297 154 130 60 324 80 62 91 5 11 8 4 11 6 1 2

29.94% 22.45% 13.23% 4.53%29.86% 22.08% 13.31% 4.67%30.02% 22.84% 13.14% 4.40%29.90% 22.47% 13.25% 4.54%29.80% 22.06% 13.33% 4.68%30.01% 22.87% 13.18% 4.41%35.39% 20.38% 8.04% 2.95%38.73% 23.53% 10.78% 2.94%31.36% 16.57% 4.73% 2.96%33.33% 16.67% 33.33% 0.00%

Page 43: Ejemplo de Mercado Objetivo

0.00% 33.33% 33.33% 0.00%66.67% 0.00% 33.33% 0.00%

18,343 13,765 8,110 2,784 9,216 6,820 4,124 1,443 9,127 6,945 3,986 1,341 18,209 13,688 8,078 2,773 9,137 6,771 4,101 1,437 9,072 6,917 3,977 1,336 132 76 30 11 79 48 22 6 53 28 8 5 2 1 2

1 1 2 1

499 367 214 70 273 196 107 40 226 171 107 30 499 367 214 70 273 196 107 40 226 171 107 30

24.29% 22.55% 22.52% 12.68%24.81% 22.77% 21.46% 10.97%23.86% 22.36% 23.40% 14.10%24.33% 22.64% 22.49% 12.57%24.75% 22.84% 21.43% 10.95%23.98% 22.48% 23.37% 13.90%23.00% 18.95% 23.48% 16.72%26.79% 20.06% 22.35% 11.75%19.40% 17.91% 24.56% 21.44%13.33% 60.00% 26.67% 0.00%16.67% 58.33% 25.00% 0.00%

0.00% 66.67% 33.33% 0.00%

12,330 11,446 11,433 6,437 5,703 5,234 4,933 2,521 6,627 6,212 6,500 3,916 11,998 11,165 11,092 6,197 5,514 5,087 4,774 2,439 6,484 6,078 6,318 3,758 330 272 337 240 187 140 156 82 143 132 181 158 2 9 4 2 7 3

2 1

Page 44: Ejemplo de Mercado Objetivo

24.32% 21.68% 22.48% 14.43%24.85% 21.93% 21.57% 12.60%23.89% 21.47% 23.22% 15.92%24.26% 21.69% 22.60% 14.35%24.80% 21.89% 21.66% 12.60%23.82% 21.52% 23.36% 15.78%29.60% 20.87% 12.03% 21.23%28.98% 25.85% 12.78% 12.22%30.04% 17.34% 11.49% 27.62%#DIV/0! #DIV/0! #DIV/0! #DIV/0!24.32% 21.68% 22.48% 14.43%24.85% 21.93% 21.57% 12.60%

9,771 8,780 9,495 6,512 17,785 15,899 16,567 10,522 8,163 7,205 7,129 4,147 9,622 8,694 9,438 6,375 251 177 102 180 102 91 45 43 149 86 57 137

22.38% 23.36% 24.82% 16.03%22.16% 24.43% 24.40% 13.80%22.55% 22.50% 25.16% 17.83%22.37% 23.26% 24.59% 15.87%22.19% 24.27% 24.01% 13.55%22.51% 22.47% 25.04% 17.70%22.64% 25.50% 30.15% 19.75%21.74% 27.09% 31.28% 18.29%23.79% 23.47% 28.70% 21.62%13.33% 46.67% 40.00% 0.00%22.22% 44.44% 33.33% 0.00%

0.00% 50.00% 50.00% 0.00%

19,035 19,870 21,115 13,640 8,383 9,239 9,228 5,219 10,652 10,631 11,887 8,421 18,225 18,953 20,033 12,935 7,946 8,693 8,599 4,853 10,279 10,260 11,434 8,082 808 910 1,076 705 435 542 626 366 373 368 450 339 2 7 6 2 4 3

3 3

30.01% 23.57% 11.40% 3.10%

Page 45: Ejemplo de Mercado Objetivo

30.04% 23.04% 11.58% 3.15%29.98% 24.10% 11.21% 3.05%29.97% 23.64% 11.45% 3.11%29.98% 23.12% 11.63% 3.16%29.96% 24.15% 11.26% 3.06%37.50% 9.69% 0.94% 0.94%40.11% 7.34% 1.69% 1.13%34.27% 12.59% 0.00% 0.70%

100.00% 0.00% 0.00% 0.00%100.00% 0.00% 0.00% 0.00%100.00% 0.00% 0.00% 0.00%

20,296 15,950 7,655 2,042 10,147 7,789 3,881 1,033 10,149 8,161 3,774 1,009 20,172 15,919 7,652 2,039 10,074 7,776 3,878 1,031 10,098 8,143 3,774 1,008 120 31 3 3 71 13 3 2 49 18 1 4 2 2

241 181 144 80 132 95 81 46 109 86 63 34 241 181 144 80 132 95 81 46 109 86 63 34

27.99% 21.02% 14.47% 4.60%28.03% 21.02% 14.45% 4.88%27.94% 21.02% 14.50% 4.31%27.57% 20.76% 14.58% 4.65%27.28% 20.53% 14.63% 4.98%27.86% 21.00% 14.53% 4.31%54.49% 36.53% 6.59% 1.80%54.67% 37.33% 6.67% 1.33%52.94% 29.41% 5.88% 5.88%16.67% 33.33% 50.00% 0.00%16.67% 33.33% 50.00% 0.00%#DIV/0! #DIV/0! #DIV/0! #DIV/0!

2,955 2,207 1,532 488 1,491 1,106 770 261 1,464 1,101 762 227 2,863 2,144 1,518 485

Page 46: Ejemplo de Mercado Objetivo

1,408 1,048 757 259 1,455 1,096 761 226 91 61 11 3 82 56 10 2 9 5 1 1 1 2 3 1 2 3

21 28 7 1 15 23 6 1 6 5 1 21 28 7 1 15 23 6 1 6 5 1

31.16% 22.03% 13.08% 3.55%31.38% 21.28% 13.19% 3.47%30.94% 22.79% 12.97% 3.64%30.63% 22.15% 13.19% 3.58%30.38% 21.52% 13.39% 3.52%30.88% 22.78% 12.99% 3.63%81.45% 10.17% 2.78% 1.37%86.50% 8.12% 2.40% 0.67%49.54% 23.10% 5.17% 5.78%34.59% 27.04% 11.32% 2.52%38.10% 20.24% 15.48% 3.57%30.67% 34.67% 6.67% 1.33%

72,785 51,468 30,553 8,303 36,694 24,881 15,426 4,062 36,091 26,587 15,127 4,241 70,767 51,180 30,468 8,266 34,862 24,695 15,363 4,045 35,905 26,485 15,105 4,221 1,963 245 67 33 1,800 169 50 14 163 76 17 19 55 43 18 4 32 17 13 3 23 26 5 1

1,600 1,350 1,022 304 804 692 558 164 796 658 464 140 1,600 1,350 1,022 304 804 692 558 164 796 658 464 140

Page 47: Ejemplo de Mercado Objetivo

1,496 1,280 939 282 739 647 508 149 757 633 431 133 1,496 1,280 939 282 739 647 508 149 757 633 431 133

104 70 83 22 65 45 50 15 39 25 33 7 104 70 83 22 65 45 50 15 39 25 33 7

1,423 1,235 891 299 705 633 471 149 718 602 420 150 1,382 1,190 860 297 664 589 440 147 718 601 420 150 41 45 31 2 41 44 31 2

1

1,423 1,235 890 299 705 633 470 149 718 602 420 150 1,382 1,190 859 297 664 589 439 147 718 601 420 150 41 45 31 2 41 44 31 2

1

1 1 1 1

27.01% 21.82% 18.68% 9.19%27.35% 21.62% 17.99% 8.80%26.69% 22.00% 19.34% 9.56%26.88% 21.90% 18.76% 8.95%27.02% 21.71% 18.09% 8.60%26.76% 22.07% 19.39% 9.27%41.00% 12.71% 9.91% 34.67%50.66% 14.99% 10.71% 22.57%13.72% 6.28% 7.67% 68.84%

Page 48: Ejemplo de Mercado Objetivo

25.00% 37.50% 33.93% 3.57%22.92% 35.42% 37.50% 4.17%37.50% 50.00% 12.50% 0.00%

47,589 38,434 32,906 16,182 23,583 18,649 15,518 7,586 24,006 19,785 17,388 8,596 46,901 38,204 32,724 15,610 22,957 18,450 15,370 7,310 23,944 19,754 17,354 8,300 674 209 163 570 615 182 130 274 59 27 33 296 14 21 19 2 11 17 18 2 3 4 1

2,053 1,411 923 359 874 725 473 185 1,179 686 450 174 1,626 1,345 901 350 800 680 459 179 826 665 442 171 427 66 22 9 74 45 14 6 353 21 8 3

2,002 1,381 923 359 837 702 473 185 1,165 679 450 174 1,575 1,315 901 350 763 657 459 179 812 658 442 171 427 66 22 9 74 45 14 6 353 21 8 3

51 30 37 23 14 7 51 30 37 23 14 7

24.62% 23.11% 22.38% 13.29%24.68% 23.16% 21.19% 12.40%24.56% 23.07% 23.38% 14.03%24.49% 23.15% 22.46% 13.20%

Page 49: Ejemplo de Mercado Objetivo

24.40% 23.21% 21.28% 12.40%24.57% 23.09% 23.44% 13.87%37.31% 19.80% 14.43% 22.39%49.06% 19.10% 12.55% 12.73%23.99% 20.59% 16.56% 33.33%25.00% 12.50% 50.00% 12.50%20.00% 20.00% 40.00% 20.00%33.33% 0.00% 66.67% 0.00%

25,865 24,286 23,521 13,963 11,785 11,061 10,119 5,923 14,080 13,225 13,402 8,040 25,488 24,086 23,372 13,737 11,522 10,958 10,050 5,854 13,966 13,128 13,322 7,883 375 199 145 225 262 102 67 68 113 97 78 157 2 1 4 1 1 1 2 1 1 2

21.11% 22.45% 24.91% 17.18%20.56% 22.61% 24.85% 15.42%21.52% 22.33% 24.96% 18.52%21.20% 22.17% 24.75% 17.18%20.67% 22.14% 24.61% 15.49%21.60% 22.19% 24.86% 18.46%17.85% 31.75% 30.18% 17.36%17.59% 34.50% 31.23% 14.09%18.16% 28.55% 28.95% 21.18%22.00% 34.00% 30.00% 8.00%21.21% 42.42% 30.30% 3.03%23.53% 17.65% 29.41% 17.65%

12,253 13,034 14,463 9,972 5,178 5,693 6,258 3,884 7,075 7,341 8,205 6,088 11,948 12,494 13,951 9,682 5,015 5,373 5,971 3,758 6,933 7,121 7,980 5,924 294 523 497 286 156 306 277 125 138 217 220 161 11 17 15 4 7 14 10 1 4 3 5 3

Page 50: Ejemplo de Mercado Objetivo

31.79% 22.01% 14.94% 4.24%31.84% 21.73% 14.73% 4.18%31.74% 22.30% 15.15% 4.30%31.66% 21.78% 14.94% 4.28%31.61% 21.25% 14.71% 4.26%31.71% 22.30% 15.16% 4.30%41.41% 39.38% 15.15% 1.46%41.00% 40.74% 15.54% 1.23%46.80% 21.23% 9.89% 4.46%33.33% 42.86% 19.05% 0.00%28.57% 35.71% 28.57% 0.00%42.86% 57.14% 0.00% 0.00%

285,602 197,778 134,218 38,109 143,127 97,670 66,227 18,801 142,475 100,108 67,991 19,308 280,674 193,089 132,414 37,936 138,590 93,161 64,505 18,665 142,084 99,928 67,909 19,271 4,921 4,680 1,800 173 4,533 4,504 1,718 136 388 176 82 37 7 9 4 4 5 4 3 4

29.78% 22.43% 16.24% 5.90%29.79% 22.02% 15.90% 5.76%29.77% 22.82% 16.56% 6.04%29.74% 22.43% 16.26% 5.88%29.72% 22.03% 15.92% 5.74%29.75% 22.81% 16.58% 6.02%39.51% 22.09% 10.67% 10.82%42.70% 19.98% 11.36% 9.36%34.85% 25.18% 9.67% 12.96%46.07% 25.84% 20.22% 3.37%44.59% 27.03% 22.97% 2.70%53.33% 20.00% 6.67% 6.67%

107,985 81,334 58,880 21,391 53,122 39,271 28,359 10,265 54,863 42,063 30,521 11,126 107,411 81,013 58,718 21,242 52,747 39,091 28,251 10,188 54,664 41,922 30,467 11,054 533 298 144 146 342 160 91 75 191 138 53 71

Page 51: Ejemplo de Mercado Objetivo

41 23 18 3 33 20 17 2 8 3 1 1

28.47% 24.14% 16.78% 9.01%28.59% 24.02% 15.84% 8.80%28.35% 24.26% 17.66% 9.21%28.34% 24.14% 16.75% 9.06%28.40% 24.00% 15.72% 8.90%28.28% 24.26% 17.69% 9.21%41.91% 24.39% 19.73% 3.77%42.44% 24.12% 24.12% 1.61%40.71% 25.00% 10.00% 8.57%40.00% 25.56% 25.56% 4.44%39.19% 28.38% 24.32% 4.05%43.75% 12.50% 31.25% 6.25%

15,554 13,190 9,170 4,924 7,510 6,308 4,160 2,312 8,044 6,882 5,010 2,612 15,329 13,057 9,058 4,903 7,349 6,212 4,067 2,304 7,980 6,845 4,991 2,599 189 110 89 17 132 75 75 5 57 35 14 12 36 23 23 4 29 21 18 3 7 2 5 1

28.32% 23.09% 17.25% 6.45%28.27% 22.54% 17.09% 6.19%28.37% 23.60% 17.40% 6.70%28.27% 23.07% 17.25% 6.46%28.20% 22.51% 17.08% 6.20%28.34% 23.60% 17.41% 6.70%43.23% 26.76% 15.81% 4.49%45.13% 27.31% 16.27% 3.60%39.97% 25.81% 15.01% 6.03%26.32% 39.23% 22.49% 2.87%23.84% 44.37% 25.83% 1.99%32.76% 25.86% 13.79% 5.17%

164,155 133,792 99,953 37,379 79,988 63,771 48,337 17,513 84,167 70,021 51,616 19,866 163,263 133,192 99,600 37,286 79,400 63,370 48,099 17,466

Page 52: Ejemplo de Mercado Objetivo

83,863 69,822 51,501 19,820 837 518 306 87 552 334 199 44 285 184 107 43 55 82 47 6 36 67 39 3 19 15 8 3

25.45% 23.00% 21.29% 11.07%25.59% 22.83% 20.42% 10.25%25.34% 23.15% 22.05% 11.79%25.44% 23.00% 21.29% 11.08%25.58% 22.83% 20.42% 10.25%25.32% 23.15% 22.05% 11.79%56.14% 21.05% 14.04% 8.77%50.00% 18.75% 18.75% 12.50%64.00% 24.00% 8.00% 4.00%

0.00% 33.33% 66.67% 0.00%0.00% 33.33% 66.67% 0.00%

#DIV/0! #DIV/0! #DIV/0! #DIV/0! 32,864 29,694 27,490 14,298 15,360 13,702 12,258 6,154 17,504 15,992 15,232 8,144 32,832 29,681 27,480 14,293 15,344 13,695 12,250 6,150 17,488 15,986 15,230 8,143 32 12 8 5 16 6 6 4 16 6 2 1

1 2 1 2

32.80% 22.51% 14.48% 4.72%32.61% 22.27% 14.02% 4.78%32.99% 22.75% 14.93% 4.66%32.73% 22.51% 14.48% 4.70%32.51% 22.25% 14.02% 4.77%32.94% 22.76% 14.93% 4.64%48.17% 23.38% 13.93% 7.44%48.34% 25.28% 14.58% 6.27%47.87% 20.00% 12.79% 9.51%45.00% 20.00% 7.50% 2.50%47.83% 21.74% 8.70% 4.35%41.18% 17.65% 5.88% 0.00%

60,562 41,561 26,732 8,708 29,754 20,318 12,795 4,358 30,808 21,243 13,937 4,350

Page 53: Ejemplo de Mercado Objetivo

60,136 41,355 26,611 8,644 29,481 20,176 12,714 4,323 30,655 21,179 13,897 4,321 408 198 118 63 262 137 79 34 146 61 39 29 18 8 3 1 11 5 2 1 7 3 1

31 54 37 7 23 37 21 7 8 17 16 31 54 37 7 23 37 21 7 8 17 16

22 44 32 7 16 27 18 7 6 17 14 22 44 32 7 16 27 18 7 6 17 14

9 10 5 7 10 3 2 2 9 10 5 7 10 3 2 2

2,903 2,424 1,905 443 1,420 1,112 981 209 1,483 1,312 924 234 2,896 2,410 1,892 443 1,416 1,111 977 209 1,480 1,299 915 234 7 14 13 4 1 4 3 13 9

2,903 2,424 1,905 443 1,420 1,112 981 209 1,483 1,312 924 234 2,896 2,410 1,892 443 1,416 1,111 977 209 1,480 1,299 915 234 7 14 13

Page 54: Ejemplo de Mercado Objetivo

4 1 4 3 13 9

25.04% 23.52% 21.34% 10.06%24.84% 23.09% 20.67% 9.26%25.21% 23.90% 21.92% 10.75%24.99% 23.47% 21.36% 10.04%24.81% 22.93% 20.66% 9.28%25.14% 23.93% 21.95% 10.69%32.02% 20.26% 13.68% 24.21%30.72% 26.79% 15.24% 18.01%32.81% 16.27% 12.73% 28.01%30.56% 41.29% 25.38% 1.97%26.69% 45.79% 25.03% 1.78%42.39% 27.54% 26.45% 2.54%

72,508 68,122 61,805 29,136 33,360 31,001 27,763 12,434 39,148 37,121 34,042 16,702 71,801 67,429 61,365 28,838 33,002 30,499 27,486 12,341 38,799 36,930 33,879 16,497 365 231 156 276 133 116 66 78 232 115 90 198 342 462 284 22 225 386 211 15 117 76 73 7

25.81% 23.10% 20.57% 10.67%25.66% 23.35% 19.70% 9.76%25.94% 22.87% 21.35% 11.49%25.81% 23.07% 20.55% 10.62%25.66% 23.30% 19.67% 9.73%25.93% 22.86% 21.33% 11.41%26.38% 27.01% 23.12% 16.33%26.06% 30.59% 22.38% 12.18%26.64% 24.15% 23.70% 19.64%25.00% 0.00% 33.33% 33.33%11.11% 0.00% 44.44% 33.33%66.67% 0.00% 0.00% 33.33%

23,046 20,623 18,368 9,529 10,783 9,812 8,276 4,099 12,263 10,811 10,092 5,430 22,833 20,408 18,180 9,395 10,690 9,704 8,193 4,053 12,143 10,704 9,987 5,342

Page 55: Ejemplo de Mercado Objetivo

210 215 184 130 92 108 79 43 118 107 105 87 3 4 4 1 4 3 2 1

29.95% 22.96% 14.38% 3.90%29.98% 22.58% 14.00% 3.93%29.91% 23.33% 14.76% 3.87%29.92% 22.95% 14.39% 3.90%29.94% 22.58% 14.00% 3.93%29.89% 23.33% 14.77% 3.87%45.89% 26.54% 7.62% 1.76%47.10% 25.19% 8.82% 1.26%44.21% 28.42% 5.96% 2.46%30.77% 38.46% 30.77% 0.00%29.17% 37.50% 33.33% 0.00%50.00% 50.00% 0.00% 0.00%

114,334 87,662 54,902 14,882 56,812 42,793 26,520 7,438 57,522 44,869 28,382 7,444 114,013 87,471 54,842 14,870 56,618 42,684 26,477 7,433 57,395 44,787 28,365 7,437 313 181 52 12 187 100 35 5 126 81 17 7 8 10 8 7 9 8 1 1

28.81% 23.60% 14.58% 5.18%28.73% 23.23% 14.12% 5.25%28.90% 23.95% 15.04% 5.11%28.79% 23.60% 14.59% 5.19%28.70% 23.23% 14.12% 5.26%28.88% 23.96% 15.04% 5.11%44.88% 20.87% 13.78% 1.97%43.33% 22.73% 16.67% 1.21%47.75% 17.42% 8.43% 3.37%25.64% 25.64% 15.38% 5.13%20.69% 27.59% 13.79% 6.90%40.00% 20.00% 20.00% 0.00%

109,049 89,302 55,198 19,613 53,696 43,416 26,397 9,820

Page 56: Ejemplo de Mercado Objetivo

55,353 45,886 28,801 9,793 108,811 89,186 55,122 19,601 53,547 43,333 26,338 9,814 55,264 45,853 28,784 9,787 228 106 70 10 143 75 55 4 85 31 15 6 10 10 6 2 6 8 4 2 4 2 2

- No se empadronó a la población del distrito de Carmen Alto, provincia de Huamanga, departamento de Ayacucho.

Page 57: Ejemplo de Mercado Objetivo

POBLACION DE REFERENCIA

UBIGEO DISTRITO 2011 2012 2013 2014 2015 2016 2017

150100 TOTAL ZONA 1,984,758 2,017,059 2,049,701 2,082,458 2,115,101 2,147,641 2,180,250

150106 CARABAYLLO 257,326 267,961 278,963 290,311 301,978 312,804 323,969150110 COMAS 515,248 517,881 520,403 522,760 524,894 527,489 529,906150117 LOS OLIVOS 349,670 355,101 360,532 365,921 371,229 376,672 382,066150112 INDEPENDENCIA 216,323 216,503 216,654 216,764 216,822 216,991 217,117150135 SAN MARTIN DE PORRES 646,191 659,613 673,149 686,702 700,178 713,686 727,192

CUADRO Nº1: POBLACIÓN ESTIMADA AL 30 DE JUNIO, POR AÑOS CALENDARIO Y SEXO, SEGÚN DISTRITO, 2011-2017

SELECCIONAR DISTRITOS

SEGÚN EL TIPO DE PROYECTO

Page 58: Ejemplo de Mercado Objetivo

POBLACION POTENCIAL

TOTAL GRANDES GRUPOS DE EDAD

MENOS DE 1 A 14 15 A 29 30 A 44 1 AÑO AÑOS AÑOS AÑOS

Distrito CARABAYLLO 100% 1.68% 28.14% 28.76% 22.68%

Hombres 100% 1.73% 29.05% 28.43% 22.06%

Mujeres 100% 1.64% 27.24% 29.09% 23.29%

Distrito COMAS 100% 1.59% 24.46% 28.01% 23.12%

Hombres 100% 1.62% 25.38% 27.84% 22.80%

Mujeres 100% 1.55% 23.56% 28.17% 23.42%

Distrito LOS OLIVOS 100% 1.54% 22.64% 30.54% 22.35%

Hombres 100% 1.61% 23.69% 30.47% 21.89%

Mujeres 100% 1.48% 21.66% 30.62% 22.79%

Distrito INDEPENDENCIA 100% 1.58% 24.17% 27.92% 23.89%

Hombres 100% 1.65% 25.02% 27.60% 23.80%

Mujeres 100% 1.52% 23.34% 28.24% 23.98%

Distrito SAN MARTIN DE PORRES 100% 1.51% 23.38% 28.32% 23.09%

Hombres 100% 1.58% 24.33% 28.27% 22.54%

Mujeres 100% 1.45% 22.48% 28.37% 23.60%Datos corregidos para el año 2012

DISTRITO 2012 2013 2014 2015 2016

15-64 AÑOS 15-64 AÑOS 15-64 AÑOS 15-64 AÑOS 15-64 AÑOS

TOTAL ZONA 1,372,805 1,394,951 1,417,167 1,439,298 1,461,378

CARABAYLLO 176,261 183,498 190,962 198,636 205,758 COMAS 349,501 351,203 352,794 354,234 355,985 LOS OLIVOS 249,259 253,072 256,854 260,580 264,401 INDEPENDENCIA 144,924 145,025 145,099 145,138 145,251 SAN MARTIN DE PORRES 452,860 462,153 471,458 480,710 489,984

CUADRO Nº 2: POBLACIÓN TOTAL, POR GRANDES GRUPOS DE EDAD, SEGÚN DEPARTAMENTO, PROVINCIA, ÁREA URBANA Y RURAL, SEXO Y TIPO DE VIVIENDA

CUADRO Nº 3: MERCADO POTENCIAL, POR GRANDES GRUPOS DE EDAD, SEGÚN DEPARTAMENTO, PROVINCIA, ÁREA URBANA Y RURAL, SEXO Y TIPO DE VIVIENDA

Page 59: Ejemplo de Mercado Objetivo

GRANDES GRUPOS DE EDAD

45 A 64 65 A MÁS 15 A 64 AÑOS AÑOS AÑOS

14.33% 4.40% 65.78%14.27% 4.46%14.40% 4.34%16.36% 6.47% 67.49%15.78% 6.57%16.92% 6.37%17.29% 5.62% 70.19%16.77% 5.58%17.79% 5.66%15.12% 7.31% 66.94%14.57% 7.36%15.65% 7.26%17.25% 6.45% 68.66%17.09% 6.19%17.40% 6.70%

2017

15-64 AÑOS

1,483,497

213,102 357,616 268,187 145,335 499,257

CUADRO Nº 2: POBLACIÓN TOTAL, POR GRANDES GRUPOS DE EDAD, SEGÚN DEPARTAMENTO, PROVINCIA, ÁREA

CUADRO Nº 3: MERCADO POTENCIAL, POR GRANDES GRUPOS DE EDAD, SEGÚN DEPARTAMENTO, PROVINCIA,

SUMAR PORCENTAJES DE 15 HASTA

64 AÑOS

MULTIPLICAR PORCENTAJE (15-64 años)

POR LA POBLACIÓN DE

CADA AÑO (CUADRO Nº 1)

Page 60: Ejemplo de Mercado Objetivo

POBLACION DISPONIBLE CUADRO Nº 4: DISTRIBUCION DE NIVELES POR ZONA SEGÚN APEIM

TOTAL A B C D

CARABAYLLO 100.00% 0.90% 8.00% 34.50% 40.20%

COMAS 100.00% 0.90% 8.00% 34.50% 40.20%

LOS OLIVOS 100.00% 3.60% 20.00% 37.60% 31.40%

INDEPENDENCIA 100.00% 3.60% 20.00% 37.60% 31.40%

SAN MARTIN DE PORRES 100.00% 3.60% 20.00% 37.60% 31.40% DATOS CORREGIDOS AL 2012

CUADRO Nº 5: MERCADO DISPONIBLE 15 A 64 AÑOS POR NIVELES SOCIOECONOMICOS B,C y D SEGÚN DISTRITO

2,012 2,013 2,014 2,015 2,016

MERCADO DISPONIBLE 1,188,673 1,207,820 1,227,022 1,246,145 1,265,237

CARABAYLLO 145,768 151,752 157,926 164,272 170,162 COMAS 289,037 290,445 291,760 292,951 294,400 LOS OLIVOS 221,841 225,234 228,600 231,916 235,317 INDEPENDENCIA 128,982 129,072 129,138 129,172 129,273 SAN MARTIN DE PORRES 403,045 411,317 419,598 427,832 436,086

Page 61: Ejemplo de Mercado Objetivo

CUADRO Nº 4: DISTRIBUCION DE NIVELES POR ZONA SEGÚN APEIM

E B, C y D

16.40% 82.70%16.40% 82.70%

7.40% 89.00%7.40% 89.00%7.40% 89.00%

CUADRO Nº 5: MERCADO DISPONIBLE 15 A 64 AÑOS POR NIVELES SOCIOECONOMICOS B,C y D SEGÚN DISTRITO

2,017

1,284,357

176,235 295,749 238,686 129,348 444,338

SUMAR B,C y D

MULTIPLICAR PORCENTAJE (B,C,D) POR POBLACIÓN

DE CADA AÑO (CUADRO Nº 3)

Page 62: Ejemplo de Mercado Objetivo

MERCADO OBJETIVO

MERCADO OBJETIVO 20% DEL MERCADO DISPONIBLE

CUADRO Nº 6: MERCADO OBJETIVO 15 A 64 AÑOS POR NIVELES SOCIOECONOMICOS SEGÚN DISTRITO

2,012 2,013 2,014 2,015 2,016

MERCADO DISPONIBLE 237,735 241,564 245,404 249,229 253,047

CARABAYLLO 29,154 30,350 31,585 32,854 34,032 COMAS 57,807 58,089 58,352 58,590 58,880 LOS OLIVOS 44,368 45,047 45,720 46,383 47,063 INDEPENDENCIA 25,796 25,814 25,828 25,834 25,855 SAN MARTIN DE PORRES 80,609 82,263 83,920 85,566 87,217

MERCADO OBJETIVO 237,735 241,564 245,404 249,229 253,047

Page 63: Ejemplo de Mercado Objetivo

CUADRO Nº 6: MERCADO OBJETIVO 15 A 64 AÑOS POR NIVELES SOCIOECONOMICOS SEGÚN DISTRITO

2,017

256,871

35,247 59,150 47,737 25,870 88,868

256,871

MULTIPLICAR PORCENTAJE

(20%) POR POBLACIÓN

DE CADA AÑO (CUADRO Nº 5)