The company name is Oatey's
Purple PVC Primer.
And like they said above, you will find it in the PVC section with the glue and all.
You don't need much, b/c it is like water. I would recommend you pick up some plastic to lay down underneath, b/c this stuff is a mess. It runs everywhere. But, you really just need something waterproof to put underneath it.
Also, you might want to pick up a cheapie small paintbrush, b/c it only comes with a cottony ball attached to a thin wire attached to the lid. Pretty cheesy, but it worked for me.
Doesn't take much time at all to dry, maybe couple hours just to be sure and then rinse off, like said above.