If your device isn't a Google supported phone, you'll likely have to side load the Play Store. You may need to be rooted in order to do this, but here's a link to the apk: http://forum.xda-developers.com/showthread.php?t=2301927
You will need a custom recovery like ClockWorkMod or TWRP. You will also need the appropriate gapps.zip for your device. If this is a generic tablet/phone, it isn't going to happen. You cannot side-load Play Store, it will always crash. Alternatively there is the Amazon App Store if you want to be able to purchase or install paid and free apps.
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