If you want a shopping cart like functionality then you need to write the code for one or use an existing shopping cart program.
If you only have a small number of products one option is to use javascript to compute an estimate. Based on your description I'm guessing this is the case. You indicate that there will be a drop down to change the quantity for each reel. You can take advantage of the onChange event listener and write a simple total calculator like below:
Code:
<html>
<head>
<script type="text/javascript">
function updateTotal()
{
total = 0;
cost = new Array(10,7,5);
var x=document.getElementById("cart");
for (var i=0;i<x.length-1;i++)
{
itemCost = parseInt(x.elements[i].value) * cost[i];
total = total + itemCost;
}
cart.total.value = total;
}
</script>
</head>
<body>
<form id="cart" action="">
50 ft reels: <select id=1 name="qty50ft" onChange=updateTotal();>
<option value="0">Select Qty</option>
<option value="1">1</option>
<option value="2">2</option>
<option value="3">3</option>
<option value="4">4</option>
</select>
<br>
30 ft reels: <select id=2 name="qty30ft" onChange=updateTotal();>
<option value="0">Select Qty</option>
<option value="1">1</option>
<option value="2">2</option>
<option value="3">3</option>
<option value="4">4</option>
</select>
<br>
20 ft reels: <select id=3 name="qty20ft" onChange=updateTotal();>
<option value="0">Select Qty</option>
<option value="1">1</option>
<option value="2">2</option>
<option value="3">3</option>
<option value="4">4</option>
</select>
<br>
<br>
Total: <input name="total" value=0 readonly=readonly>
</form>
</body>
</html>
Basically what this does is use an array to store the cost for each reel and loops through the 3 different sizes to compute the total. The total field is set to read only so it is not editable by the user. Not sure if this is what you are looking for but it's one way to do what you are asking.