If you don't want to set of quotes, don't place two sets of quotes.

But what if $value actually did contain quotes? You need to convert the contents of $value into an HTML attribute

sub text_to_html_value {
   my ($s) = @_;
   $s =~ s/&/&/g;
   $s =~ s/"/"/g;
   return qq{"$s"};
}

my $q_value = text_to_html_value($value);
print qq{<input type="text" name="product" value=$q_value size="10">};
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