Depends what you are painting, & what you can get locally, so I ramble on with my thoughts & personal experience here.
Some use dime-store rattlecans, some use brand-name rattlecans, eg Halfords primer in the UK. ( This worked for me but anti-social to use indoors, seems to be cellulose based)
Certain Lacquer/Cellulose primers, although good for certain situations, are not people-friendly, & stink the house out.
Others use traditional enamels, eg Humbrol, are smelly as above, so consideration for your other half is needed!
Some use Tamiya Acrylic Black, but I stopped using Tamiya 'cos I can't stand the smell & doesn't brush well for me.
So, assuming you are talking about plastic planes or Armour, I now use Vallejo polyeurathane primer, available in black, white or grey, especially if you have used resin, PE, or other mixed colour media.
lots of info here: http://www.acrylicosvallejo.com/gb/modelling-products-gb.html read about primers.
The polyeurathane primer sprays well, doesn't smell, cleans up quickly, & you can overpaint quickly (not me!) with acrylic or enamels.