From the documentation :
Every attempt is made to convert the string to a JavaScript value
  (this includes booleans, numbers, objects, arrays, and null) otherwise
  it is left as a string. To retrieve the value's attribute as a string
  without any attempt to convert it, use the attr() method.
You may use attr in order to avoid automatic parsing : 
var code = $(this).attr('data-prodcode');
To be more precise : this shouldn't happen. And in fact it doesn't happen in last versions. Here's the code of current's jQuery (the most interesting part is the comment) :
    if ( typeof data === "string" ) {
        try {
            data = data === "true" ? true :
                data === "false" ? false :
                data === "null" ? null :
                // Only convert to a number if it doesn't change the string
                +data + "" === data ? +data :
                rbrace.test( data ) ? jQuery.parseJSON( data ) :
                    data;
        } catch( e ) {}
And it works in jQuery 1.8 and 1.9 : it doesn't convert the string to a number if a back conversion doesn't produce the same string. But it didn't work in jQuery 1.7.